Image courtesy of photostock / FreeDigitalPhotos.net

Your marketing should be about “their” outcomes, and not about “you” 26

Fairly recently, I had set up a new email service for SocialProse when, because of a DNS snafu, our email became completely inaccessible. The first technical support representative I talked to explained in detail how he could do either ABC or XYZ to fix it — terms and procedures more or less unfamiliar to me.

But a second tech support person, sensing my frustration over the situation, simply asked me a question: “What do you want to have happen here?”

Relieved, I answered, “I just want my email to work again without having to change my website’s hosting!” And you know what? He just took care of it for me.

I don’t know how he did it, and I didn’t really care. I was looking for a solution to my problem; I was buying a result. When it comes to marketing, companies often forget the truism that people don’t generally pay for skills or methods; they pay for solutions and desired outcomes.

What do I mean by that? If you’re in the market for a lawn mower, for example, chances are you are simply looking for the outcome of a tidy lawn. If you hire a financial planner, you’re really paying for the achievement of certain financial goals. If you buy a smart phone, your desired outcome is likely higher productivity. Likewise, if you need social marketing, your desired outcome is probably generating more leads for your business, but you may not care too much about how SocialProse arrives at your messaging or strategy, or what tools we use to run your marketing program.

In other words, you’re not simply buying a lawn mower or a phone, or hiring a financial planner or a marketing firm. You’re not paying for how they work. You’re really buying the desired outcomes from those purchase decisions: A tidier lawn, a more comfortable retirement, higher productivity, more business leads.

People are looking for companies that provide them with desired outcomes. So in your marketing, tell them exactly what outcomes they can expect from your product or service! Your potential customers just want to know what problems you can solve for them, or what benefits and results you’ll deliver.

Your social media and content marketing should answer these questions. If you understand what your customers are really looking for — an outcome, not simply a service or product — and focus your conversations and messages on understanding their problems, they will assume you know “how” to deliver the result they desire.

Lynn Esquer/SocialproseLynn Christiansen Esquer is a principal at SocialProse Media. Email her at lesquer@socialprosemedia.com

26 comments

  1. naturally like your web-site but you need to check
    the spelling on quite a few of your posts. A number
    of them are rife with spelling issues and I find it very troublesome to
    inform the reality then again I will definitely come again again.

  2. Your way of describing all in this piece of writing is really fastidious, all be capable of without difficulty know it,
    Thanks a lot.

  3. With havin so much content and articles do you ever run into any problems of plagorism or
    copyright infringement? My blog has a lot of completely unique content I’ve either
    created myself or outsourced but it looks like a lot of it is popping it up all over the internet
    without my permission. Do you know any ways to help stop content from being ripped off?

    I’d really appreciate it.

  4. Unquestionably consider that which you said. Your favorite
    justification appeared to be at the web the easiest thing
    to understand of. I say to you, I definitely get
    irked while folks think about issues that they plainly don’t
    understand about. You controlled to hit the nail upon the top and defined out the entire
    thing without having side-effects , folks can take
    a signal. Will likely be back to get more. Thanks

  5. My partner and I absolutely love your blog and find many of your post’s to be exactly what I’m looking for.
    Do you offer guest writers to write content for you?
    I wouldn’t mind publishing a post or elaborating on some
    of the subjects you write with regards to here. Again, awesome
    blog!

  6. Howdy, I do think your blog could be having web browser compatibility problems.
    Whenever I look at your site in Safari, it looks fine but when opening in Internet Explorer, it has some overlapping issues.
    I merely wanted to provide you with a quick heads up! Besides
    that, excellent website!

  7. Hi just wanted to give you a quick heads up and let you know a few of the pictures aren’t loading correctly.
    I’m not sure why but I think its a linking issue. I’ve tried it in two different web browsers and both show the same results.

  8. Yesterday, while I was at work, my siter stole my iphone and tested to see
    if it can survive a twenty five foot drop,
    just so she can bee a youtube sensation. My iPad is now broken and she has 83 views.
    I know this is totally off toplic but I had to share it with someone!

  9. Howdy are using WordPress for your blog platform?

    I’m new to the blog world but I’m trying to get started and create
    my own. Do you need any html coding knowledge to make your own blog?
    Any help would be really appreciated!

  10. Write more, thats all I have to say. Literally, it seems as though you relied on the video to make your point.
    You clearly know what youre talking about, why throw away your intelligence on just posting videos to your blog when you could be giving us
    something enlightening to read?

    • Point taken, and thank you for the compliment, Mervin. It’s true that busy-ness is not an excuse for not posting more great content every week! Sometimes we marketing people need a taste of the medicine we hand out so liberally 🙂

  11. I absolutely love your blog.. Very nice colors & theme.
    Did you develop this web site yourself? Please reply back as I’m trying to create my own personal site and want to find out where you got this from or just what the theme is called. Many thanks!

  12. I’m truly enjoying the design and layout of your blog. It’s a very easy on
    the eyes which makes it much more enjoyable for me to come here and visit more often.
    Did you hire out a designer to create your theme?
    Fantastic work!

We welcome your comments!

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s