I recently saw a picture in my news feed on Facebook and it was one of those pictures that stopped me in my tracks and made me think, “Yes! They get it. THAT’s what life is all about.” It was a picture showing two men: one the kidney donor and the other the recipient, both with big smiles on their faces. You’re probably wondering how this kind of love for your neighbor translates to your business? It reminded me that business is all about connecting your products and services with the people who need them. Most of the time is isn’t a life or death situation as it was in the organ donor scenario but when we are all about seeking out and serving the people who need what we offer, it becomes more than business. When you believe that your business has something great to offer your customers, you will connect in a powerful way and it will be much easier for you to reach out to them. Let’s take a look at three important steps for connecting your products with your customers.
#1 Identify what you have to offer
This life-saving snapshot began with the kidney donor being aware of his friend’s need and being willing to help. He had to believe he had something to offer his friend, be checked to see if he was a match, and then be willing to follow through with the surgery if he were a match. This would require enduring discomfort and pain, in order to help his friend. Seeing the post-op photo, all smiles, we know that he indeed pushed through. We know that he decided up front that the pain he would experience was worth it in order to help his friend.
Now I know not all of us are out there “saving lives” every day. A more realistic goal for most of us might be to make someone’s life a little easier with our products and services or to brighten their day with something beautiful or useful.
#2 Identify what you may have to overcome to succeed in business
Serving others in ANY capacity from kidney donor to running a business to being a mother, wife, or friend requires effort & endurance. The drive to push through comes from seeing that the effort you put into it to make it happen really MATTERS. We have to decide, just as the brave kidney donor did, that the good we produce through our discomfort, fear, and those pesky doubts is completely and totally worth it in the end.
|Donor was willing to push through||What you must push through for your customer|
|Fear||Fear that it won’t work or won’t sell|
|His desire to stay comfortable||Temptation to give up before your breakthrough|
|Doubt that he was the one who could help||Doubt that what you offer can help others|
#3 Identify how you can help your ideal customer succeed
When you really believe you have something great to offer your customer, your next goal becomes helping your ideal customer get beyond their fear, discomfort, and doubt too.
- Show them how their investment in your product will help them make a profit
- Show them how what you offer will make life easier for them
- Build their trust that spending money with your business is a smart investment
- Use testimonials to ease their fear that your product won’t work for them
- Anticipate their questions and doubts and address them head on
You have to believe that you are the one standing there with your customer’s needed kidney so to speak. When you believe you have something great to offer, you’re willing to put in the effort, and you genuinely have a heart for helping your customer, you will be able to connect with your customer. That connection is where you get the content for your copy. THAT is where you get your message each week when you write a blog post, or an email, or a thank you card and when your message connects what you do with the people who need it most, your business and your life will be better for it.