October 31, 2014

Helping Your Customers

Portland-roofing-company
Here’s an example of a local business that is helping their customers make the homes look better this spring. The marketing goal is simple. Help people come to some conclusions about what would improve the curb appeal of their home. Most of us become blind to our own faults…and this includes the appearance of our own abodes.

One of my clients, a Portland Roofing Company is simply giving away their curb appeal checklist. You might even want to grab it. They are not even requiring you to “opt-in” to their email list to get it. They’d rather just have you improve the appearance of your home.

Seems like we’ve been waiting a long time for spring to arrive where I live. Maybe a little work on the house would push it along.

What are you giving to your customers this spring?

Gravity Well: Are you giving your customers the opportunity to take baby steps?

Gravitywell

Do you have a gravity well mapped out for your business?

"What's a gravity well?"

I'm glad you asked. This is the time of year when everybody is writing about New Year's resolutions and taking all of those tiny steps towards making progress on your projects and building your business. Marketing to Women Expert, Michele Miller, does a good job of telling you how to use those baby steps for yourself. Roy H. Williams even talked about it in the rabbit hole of this week's Monday Morning Memo.

Yes, you can accomplish BIG things with small steps.

"What about the gravity well?"

I'm getting to it. Think of a big hole in the ground with a gradually sloping spiral staircase going down into it as it narrows to a point at the bottom. Your customer stands at the outer edge peering in.

Do you offer her an easy way to enter your gravity well, or do you expect her to dive straight to the bottom where she will enjoy a lifetime relationship with your business?

If she takes a couple of steps down the well, and she doesn't like it…well, she can still get out.

But, if you have no baby-steps, most of your potential customers will be quite hesitant to make the big leap.

What are some of the baby steps you can offer?

  • Samples
  • Risk-reversal, money back guarantees
  • Short engagements with no strings
  • Overnight test drives

It beats the heck out of a big "Buyer Beware" sign.

"What's your point?"

Here's the point…if tiny steps of accomplishment will bring about YOUR goal, offering tiny steps of engagement to your potential customers will help them bring about THEIR goal…which is to have their pressing problems solved…by YOU!

Describe your gravity well in the comments.

photo credit