My job is to brag about what my clients do better than anyone else.
Customers deserve to get what they want, don’t they?
I’ve been a customer of my bank for at least 10 years and while in my experience “good banking relationship” is an oxymoron, I still tried to get them to absorb the idea that I can just take my business somewhere else if I don’t get what I want. I’m not being a brat. I’m being a customer. Taking my business to another bank probably doesn’t have as much of a significant impact on their bottom line as I would like, given that I’m a freelance writer, but whatever.
When I told the “customer service” banker the other day that the terms of the loan I went into sign didn’t work for me, she actually asked me if I had “signed in.” Really? That’s the first thing you care about? After several misunderstandings I went home and performed a quick search on the number of banks in Houston and while credit unions are listed also, it comes to 1532. I think I can easily go somewhere else.
A few rusty headlines to prove my point
As a marketing writer, I’m extremely cognizant that when producing marketing materials, the approach for content is to write from the customer’s perspective. If I were to write for my bank, the headline would read “We don’t get it. Go do your banking somewhere else.”
Any of us can choose to spend our money wherever we want and it’s usually based on whether or not they give us what we need. In choosing a dry cleaner, I’ve given business to one for over three years mainly because the dude behind the counter and I know each other by first name but he also provides a superior product. So the copy would read maybe (this is rusty) “We know our customers by name. What other dry cleaner can say that?”
Every day, businesses that pay attention to what I want or need get my money. Your customers aren’t any different.
Let’s talk about what your customers want. Then let’s give it to them.
When I meet with a client, one of the first questions I ask them is “What do you do that makes a difference to your customers?” I’m asking what they’re doing that the customer wants. I’ve been hired to communicate why they should choose them, if it’s a potential customer or to reiterate why they should continue to buy from them if they are an existing one.
The thing is, as a freelance marketing writer, whether it’s to produce content for a website, a proposal, or a series of email blasts, my job is to brag about what my clients do and what they provide that’s better than what anyone else can.
Even if I’m called upon to proof or edit, I’ve seen more speeches and brochures and direct mail pieces that are all about the company. That’s important but no one cares about anything you build, or fix or sell unless you communicate what’s in it for them. Ready? Let’s start something.
Cindy Stephens writes marketing materials and website content that help sell a widget, translate a vision or communicate a process. Her 15+ years developing and implementing marketing communication strategies in the corporate world have provided her with the tools needed to translate company objectives into strong, effective messages. Her portfolio of work is available here and she’ll be happy to share the websites she’s composed upon request.