Every company has a vision. Every product has a theme. Every founder has his ideals.
Do your customers know about it all?
What you tell your customers is as important as what you sell. Because, customers just don’t buy products. They buy stories. They buy brands. Marketing is not about features or benefits. It is about telling a story.
It is surprising how many times I have come across founders who narrate their vision and product so passionately when I meet them in person but when I check their website out later, it has none of it. Their pages absolutely lack the colour and character that I could experience in my conversation. Their best attempt at convincing a prospective customer is a ‘me too’ website with jargon filled communication in templated layouts.
The market is glutted with slick products in every vertical for every need. A great product is just the barest minimum. How are you differentiating yourself? The feature race is unsustainable. Competing on price even more so. A slick product backed by a solid vision and a pithy story is your best bet.
Generally the question is, ‘Where do I start?’ Start talking about what drives you and your company. Start talking about the philosophy of your product and how you arrived at it. It can be anything that drives your passion and it needn’t even be directly related to your product.
37 Signals as a company is known for bootstrapping; Basecamp as a product for its simplicity; Zappos for its customer service; Mailchimp for its light veined product messaging; Cleartrip for its UI/UX.
Do your customers associate you with something of relevance?
Stop using your website and blog merely as channels for marketing features or announcing feature updates.
Tell them your story.