How do you entice as many new people to your product or service as possible? Many industries equate successful customer experiences with the delivery of the WOW factor. The need to impress, excite and surprise people to build awareness, enquiry, sales and long term loyalty.
In certain instances I have seen businesses interpret the approach of providing a customer with a wow experience by impressing them with their technical expertise, deep knowledge, and content heavy (not necessarily rich) information in their marketing material. We provide what feels like countless options, products, variances of services and customisation that is sure to impress and excite.
It can be a matter of opinion, however providing a level of complexity in the first customer touch points could very well overwhelm and deter a customer from taking those next steps to learn more about what you are providing.
Being overwhelmed may not necessarily stem from a lack of understanding or knowledge of a subject. A customer may feel this from simply not having the time to sift through a mountain of information and options in an early stage of business/customer courtship.
This is not about removing the multitude of options and complexities from your business, but instead focusing on making the first few touch points of a customer’s journey simple and as easy to understand.
Think about the minimal amount of reading, clicking and thinking to entice a prospective customer to want to learn more about what you do.
Unsure of how to approach it? Here’s a few questions to consider.
- Could you break down your pitch to a buzz line?
- Could you rework your introduction spiels into short 15 second videos that can be used for online marketing?
- Could you reword some of your jargon/lingo commonly associated with your area/industry?
- Could you strip away the deep detail and provide high level summaries that are presented in simple sentences that encourage enquiry and intrigue?
- Could you create a 1 to 3 step narrative that is simple, engaging and provides the key points of what you are all about?
- Could you present the core aspects of what you are selling as questions or answers to potential questions you may receive.
The possibilities are endless especially when it comes to marketing strategies, however by making it as easy as possible for the customer when they know little to nothing of you will increase the likelihood of further enquiry.
What do your first customer touch points look like? Do you have a short refined bio? Intro videos? An FAQ? Simple questions to encourage engagement? I’d love to know how have you simplified those first entry points to improve the initial stages of your prospective customer’s journey.