8 Ways To Stay In Touch With Your Customers’ POV

The Smarter Message for Better Business and SalesOne of the keys to a successful website or online business is showing a sincere interest in your customers. It can help you understand why they visit. And that’s a sure way to consistently give them what they want. Sounds simple, right? But not every business does it. If you do, you’ll gain a big advantage. Here are 8 tips to keep you alert to your customers’ needs.


  1. Begin every marketing effort by reviewing your target audience’s desires, needs, problems and goals (a good Creative Brief can help).

    You can pre-sell and sell successfully only when prospects and customers identify with your message. So that message has to address those desires, needs, problems and goals. For more about the importance of being customer-centric rather than company-centric, read the post, Keep The Focus On Your Customer.

  3. Create an Objectives/Solutions chart. It’s a 2-column list with customer problems, objectives or goals on the left and your corresponding company solutions on the right.

    Check it regularly to be certain you’re demonstrating to customers a solid connection between their goals and your solutions.

  5. When you learn something new about what motivates your visitors, update your Objectives/Solutions chart. Maybe it’s a new need that fits an already popular solution. Or, you may discover an alternative solution you hadn’t offered before. (One you can now offer to many others, as well.)

  7. Review with your team the real benefits you offer your target audience. At every customer touch point, they can then confidently talk real value to prospects and customers.

    Real value supports meaningful conversation between customers and businesses. And that, in turn, can prompt a discussion of new problems and needs—which should thrill you. You get to learn more about your targets directly from them!

  9. Step back from a busy day or sales drive and ask yourself questions like: “What is my customer/prospect getting out of this site page, this service, this message?” “How am I actually treating my customer/prospect with this message?” “Am I speaking to my customer’s/prospect’s need—or my own?”

  11. Promote the interests of your target audience more than your company’s. By doing so, you ARE helping yourself. You can end up with new sales, great, positive feedback and extra attention from existing customers and new fans.

    So, for example, provide informational content that helps customers solve a problem (instead of glorifying a company product), deliver customer service in the ways and places they want (instead of how and where you want), arrange for a personal email from the president if a customer has a bad experience (instead of ignoring a complaint or sending an unsigned form letter), etc.

  13. Give keyword research a new name: customer motivation research. Think of keywords not simply as a way to better optimize your site for search engines. Remember that they’re providing insight into your customers’ point of view.

  15. Create a sign that reads: “It’s Not About You, It’s About Them.” Place it above your desk. Look at it every day. I’m serious! Again, your copy and content must focus on your target audience (not the company) to successfully build a fan base and sell.


Contact Liz Manning at liz@thesmartermessage.com.