Message & Media: Marketing Guru Wanted
Thanks to Google, it’s easy to appear to be an expert. But as they say, the proof is in the pudding.
It’s one thing to try to look or sound like an expert in your marketing efforts. It’s another to actually deliver the specialized skills, knowledge and expertise your customer wants. Devoting a page on your website to a long list of credentials or touting you’ve been in business since 1863 doesn’t hack it.
What your customers really want to know is “What can you do for me?” They are looking for reliable assistance in making smarter buying decisions and finding solutions to their problems.
Experts (AKA gurus) are generous, genuine and germane in what they offer. They demonstrate their authority in all they say and do. It’s a strategy, not a copy tactic.
Here are some examples of what you can do to become your customer’s guru.
Insurance companies have long used “frequently asked questions” (FAQs) to disclose icky information required by regulators. If you have a Q&A section on your website or in a direct mail brochure, make sure it’s helpful and of genuine interest to those reading it. Talk with your salespeople and customer service reps. Ask them for a list of questions they get asked most frequently. Address these in your Q&A, not just topics your company wants to talk about.
For example, use the Q&A to educate customers about the benefits of new technology, or to deal with buying objections. Authenticity matters. Make sure your answers are germane — in plain English, not industry lingo, acronyms or company speak. Encourage potential customers to get expert answers to their own questions by using live chat, emailing or calling you.