What Do Your Customers Really Want? Ask Your Competition by Karon Thackston © 2004 http://www.marketingwords.com
It’s not always an easy task. Sometimes discovering what your customers really want is like pulling teeth. It is imperative for any business owner who hopes to develop new products/services or to write effective advertising copy to know what is important to his customers. But when direct questions don’t deliver results you need, what’s next step?
Actually, your competition can often lend a hand in this area… and without even knowing it! Many marketing pieces such as brochures, sales letters, or Web sites include testimonials. I’ve found over years that this is an untapped source for “customer intelligence.”
Look at this example from a Web-design site:
"I’m truly speechless! I knew my site design was in need of revamping, but I never imagined how exceptional it could look. You have done an amazing job! The colors, graphics, layout… everything shows that you have a good understanding of my business and my target audience. You’ve made me look as professional as IBM! I often bring site up in my browser just to remind myself that this really IS my site. I am a loyal customer and would not hesitate to recommend you to anyone in need of professional Web design services."
What do you think this customer wanted based on his comments? A few things he mentioned were:
1. colors 2. graphics 3. layout 4. his target audience 5. professional
Here’s another one from a copywriting site:
"I just wanted to thank you for everything. Thank you for bringing my vision to life in words. Thank you for "getting" me. And thanks for your patience."