Today is Simplicity Day. A day born out of a desire, possibly a need, to be free from the complications of the world, to be a bit freer.
Sounds idyllic, doesn’t it?
Could you make every day like that for your customers? Ok, you can’t take away every stress and complication in their lives, but with the right content, you could help a little.
Think about it. What could you solve?
Remind them of the problem your product or service solves
Very basic, but incredibly value. In fact, this is your evergreen content. This should be your highest ranking post. There’s a classic content structure of problem → agitate → solve that you can use.
So tell them about the problem, their pain point. Then you just stir it up a little, to remind them why they see it as a problem. And then tell them what you can do to solve it.
Age old formula. Simple. And still effective.
Make them experts in your product
Call it a hack or pro tip, but everyone loves the inside track, the hints and tips. They could come from you as the producer, from experts who use your product, or from other customers. You could use a variety of formats here. Short video and photos could work just as well as the written format, or illustrations, or cartoons.
They can be serious; they can be funny, just make them things that help customers get even more out of your product.
Go deep into your niches
You might have one product or service, but it will appeal to different groups of people in different ways.
For example, let’s say you make waterproof coats. You might have customers who are going to use them on long walks, doing the Three Peaks Challenge for example. There might be people whose only adventure is an urban one, on their commute to work in all weathers. And you might have a family group, which is just about ensuring the kids turn up to school warm and dry.
The problem you solve for each one is slightly different, even if the same product is the answer. It does mean though that you can talk about different problems and ways to get to the solution. A mum or dad will have different questions to the urban explorer. Your mountain walker is probably going to have more technical questions.
Give them proof
So, you say you can solve their problems. Why should they believe you?
This is the time to roll out your testimonials, what other people say about you. There’s a reason review sites work: people want a sure bet.
Now, I find reading Tripadvisor isn’t necessarily a sure bet. I tend to read three or four and take an average kind of view. The highs might not be so high, nor the lows so low. It’s all a question of balance. Now, I’m not suggesting you would share your completely negative reviews, but you could share things that are balanced.
You might even use the reviews to share what you’re working on as the next generation, the improvements you’re planning. Not enough to put someone off purchasing then and there, but enough to know that they can trust what you’re saying. Being authentic about your flaws as well as your good points can play out well.
Just be careful. Some brands have had their flaws on all too public show, and that isn’t really what you’re aiming for. Here’s a cautionary tale on that front.
So, think about these things:
- Identify the problem
- Emphasise the problem. Show that you understand why it’s a problem. Empathy goes a long way
- Solve the problem
- Give them proof
Still not sure if it works, or how? Well, how about this advert from Charles Atlas, the classic skinny bloke at the beach.
Can you spot the four steps? The insult. The slap. That’s the problem and then the emphasis of the problem. Charles Atlas provides the solution. And the proof. I mean, the man was living proof, but the getting the bully back also stands as proof. Whether it’s the comic strip or the words, it follows the same system.
Simple enough, yes? So, what problem will you solve today for your customers?
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