Ever fall in love with a promotional idea that you thought was so good, it couldn’t fail? Of develop a promotion that was so good, it brought in too many people; and they spread out to only two on a lane…and you felt like you had to put restrictions on it…and it ended up dying?
Yes, we have all been there. Being just a little out of sync with the customer is what causes these types of problems. It’s what causes us to feel like we failed, even if, in reality, we didn’t.
When we fail to check what the customer needs to know or wants to hear, we are simply tuning out needed input and listening to ourselves because “we know what the customer wants.”
Maybe we do, but it’s not hard to ask two questions:
- What are the three most important things you want the customer to know about your new promotion or service
- What are the three most important things the customer wants to know
In the end, it’s the customer, not the business that becomes the hero. It’s the customer that eventually and finally creates your brand.