How to work with us to develop your business story
Working with CustomerGetters is surprisingly simple. Once we have a good idea of what you want to promote, Tanya and I will work closely with you to understand what makes your business tick and what values are important to you.
Importantly, we’ll help you to develop your business story in a clear, engaging and customer centric way. No brand narcissism, just how your business helps your customers to solve problems, overcome challenges or frustrations and get what they want.
Your competitors will invariably be saying the same things … (“We are experienced, honest, trustworthy, reliable and passionate!”) … so our intention is to make you look different. We'll bring your small business character to life simply by telling your story in a jargon-free way that positions your customer as the hero and you as a trustworthy authority in your market.
You may want to focus on your business in general, or you may want to focus on a product or service within it. As part of the interview we'll walk you through some very important foundation questions:
What is your core message or value proposition?
What's the one thing you want the website to do?
Who is your ideal customer?
How do you serve them and solve their problems?
How do they feel when their problems are not being solved?
What are their fears?
What makes them happy?
What marketing have you done in the past?
What’s worked and what hasn’t?
What got you interested in doing what you do now?
Is there a story behind your business?
What is the proof that your product or service can do what you say it can do?
Have you got current testimonials or case studies?
Once we answer these questions we weave them into detailed business story (or set of messages). We'll use words and imagery that embodies your brand AND resonates with people, making them more likely to buy from you than from "every other" me-too style competitor... nothing slick or salesy. It’s simply about articulating clearly what you do best.
Meeting at your business is best
It's important to us that this meeting is conducted in person, face to face (or via Skype or phone). That's because we need to be able to ‘pick your brains’, in the moment. It's also best done at your place of work, so we can get a feel for your business and take photos if required.
When we prepare sales copy for you, we write from your customer's perspective. To do this we undertake market research on your behalf, in which we interview your best clients. This provides valuable feedback as to why people do business with you.
Before we write a single word, we go to great lengths to nail your USP (Unique Sales Proposition or Ultimate Selling Proposition or Value Proposition). This is marketing speak for what makes you different from your competition. We want to position you as the obvious and only choice in your market. We want you to attract the type of people who value your unique products, skills or experience. When we can take the primary focus away from price, you will no longer have to chase the price to the bottom to get customers.
Avoid a race to the bottom… don't get sucked in
If everyone in your industry is describing themselves in pretty much the same way (e.g. 'honest', 'reliable', 'qualified', 'experienced', 'trustworthy' etc etc), the only measure a consumer has to make a decision is price. And if everyone looks exactly the same on paper, he who accepts the lowest price for his services wins the game. But in reality, everyone loses when the cheapest wins.
The only way to avoid a race to the bottom is to translate the value of doing business with you, to the people in your market. We use emotionally compelling words and engaging images to tell your story in a way that your ideal customers can connect with, quickly. Our aim is to position you as a trustworthy expert or authority in your field. A consumer advocate who is so confident in what you can offer that you are happy to give people your best advice and information for free, because you know that they need you more than you need them.
If you run a great business, or if you have a story to tell (every business does), talk to us about taking it to your market in such a way that they would be crazy to even consider doing business with someone other than you.