Seeing what others miss
How many small business owners really have an accurate description of their web market?
The reason this question comes up is because the vast majority of business web sites do not even speak to their market. In fact, the only people the web site speaks to are company people such as owners and managers.
We can all see the company clearly in any business design, but our market is not interested in our company. They have their problems and they have no need, right now, to know what wonderful people make up this business web site.
If our market cannot see how the web site is trying to help them then help is not there. If our intention is to build a relationship with our market then the help we offer needs to be the first thing our market sees. They love this and they want this and it is the best part of our marketing.
How do small business designs block their own market?
A good analogy is found when we meet someone that only talks about themselves. We get bored instantly when we realize they have nothing of interest to offer us.
I remember growing up as a young kid and with friends we would sometimes run into this older character that bragged about his rich uncle that had a Cadillac a block long and he had to take it to the airport to turn it around.
We weren’t fooled but we got a good laugh. At least he was entertaining even if he wasn’t helpful. And after the second time there was nothing new and we got bored by his bragging because this guy didn’t care who he talked to as he just kept telling the same stories.
Isn’t this just like a typical small business web site?
Not once on the page is there any recognition of who the web market is. Not once does the web site mention a problem their market experiences and the causes for the problem. Not once is there a sense that the web site cares about the market and wants to serve that market.
No, all that the web site shows is that the only interest is in selling us something whether we need it or not. That’s their story being told over and over.
The bottom line about customer relations
As small business owners we get in our own way and totally block any communication with our own market when we focus on our product or service. Nobody is interested in us talking about ourselves and what we have to sell.
Read any business home page and it tells you about the company and why you should be impressed with the company, but you cannot find a clue as to the market. Not even with X-ray vision can you find who the market is.
Our market wants to know how we can solve their problems and we totally ignore the issue while we talk about product features and benefits. We actually think that a product description is real content – but no one cares about our product description, in fact, no one even cares about our product until they know it really has a solution to their biggest problem.
How does it feel?
How does it feel when someone ignores you?
How does it feel when someone asks you to buy?
How does it feel when someone asks us how they can help?
The last of those 3 questions is what attracts us the most. It captures our interest and our curiosity. It is just like getting a free gift because that is what it is, and we are going to benefit by learning something we never knew before.
How did we get here in the first place?
How did we come to build such poor marketing web sites? We got here by listening to web designers instead of thinking with a business mind. Web designers paid a lot of attention to us and our business and it all felt good and so we thought we were on the right track. The end result is that our web site pays a lot of attention to our business and zero to our web market.
We cannot let our web designer be the one to design our web site. All we want our designer for is to do the technical aspects of building a web site. It is our job as small business owners to figure out what our web market wants and how to serve them best.
Okay, so you want ideas on how to display your helpful information and a web designer could help if they forgot all about their trendy design packages. It is going to take something different in web design to put your helpful information first, but in bite size chunks.
Navigation for information is going to take some thinking. Hypertext lists may work. Paragraph intro with hide and click drop down information may work. Hover text with slide in info may work. The real job of a web designer is to help you find and use the best means of providing information to your market.
Seeing your market
I challenge you to go look at your home page, or any other business, and see if you can figure out who the market is. Almost all small business web sites fail to identify their market and you can’t build a relationship by saying, “Hey you, look at what we have!” But you might sell if your web site said, “Hey farmer Jones, would you like a fence post that lasts 100 years?”
How do you get X-Ray eyes?
To acquire x-ray eyes you just need to look inward, that’s where you find all your insight. It’s not difficult at all and if you’ve ever been caught daydreaming then you are using insight.
We need to pretend that we are the market. We are the homeowner with a leaky pipe, or the guy with a hole in his shoe. Whatever we sell we need to be that market and wrap ourselves up in the problem that this market has. If we don’t feel the pain then we can’t talk about it, and we want to talk about that pain and how we are going to solve the problem that creates the pain.
When we then put our eyes back on our own web site we can see through the filler we thought was real web content. We can see as our market sees and we will find lots of things in need of change.
Using logic and foresight
Analysis and logic can confirm, or it can contradict the feelings and insight you have about your market. I recommend using insight and if logic doesn’t back it up then toss out the logic.
Why toss out the logic?
The web does not work with factual data like demographics. Instead, web marketing works best with psycho-graphics where beliefs, habits, Likes & dislikes, and shared values play a big role in defining a market. These are intangible and emotional values that are difficult to back up with logic.
We need to go with our emotions and intuition because they are the same tools we use when developing social skills, and our web site is sorely lacking in social skills.