Speak to the Pain of Your Customer to Grow Your Business

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Twenty-Eight E-Webstyle.com SEO Podcast Sept. 11th 2009. Second page of Transcription

Joe: So my background is just a conglomeration of bits of knowledge from all sorts of sources, some traditional some mostly not traditional. I’ve had a habit of, despite being a professional music musician for a number of years, as much as I love music I gave up listening to music when I drive because it’s just way too valuable of time that was lost, there’s a tip for you, there’s nobody on the planet the loves music more than me. I’ve actually had tests on a psychological standpoint that my music interest is massively spite, off the charts. So it was genuinely a sacrifice to give up listening to music when I rode in to work but it was 30 minutes a day that I spent one way in a car, so an hour, at least, of time that I could gain knowledge and so I’ve used that time to…


Chris: So you’re a big audio book fan?


Joe: Yes.


Chris: Or podcasts…


Joe: Huge, yeah, absolutely! Huge, huge.


Chris: So do you listen to our podcast?


Joe: I can promise you I’m going to.


Paul: At least number 27.


Joe: I was going to say number 27 for sure. I’ve got a definite interest in that.


Paul: So what type of entrepreneuring are you up to these days?


Joe: I’m now the director of marketing for a company called Improve My Credit USA. We grew out of…


Chris: And your website is focused on improve my credit houston improvemycreditusa.com?


Joe: Yeah, imagine that, it’s improvemycreditusa.com. I definitely, you know one of the marketing tips that I would contribute today is the old saying keep it simple stupid.


Chris: Right.


Joe: I can walk into a room with my company shirt on and nobody has to ask me what I do.


Chris: Right, right.


Joe: Unless they couldn’t read my logo or something, you know. In an information age I think, obviously, we’re overwhelmed with information and we’re also shorter and shorter attention span. You know, a lot of marketing data out there will tell you that in a given ad you 3 to 4 seconds to grab someone’s attention.


Paul: I think that’s definitely true.


Chris: I always talk about when we do a website or some sort of printed piece what I call the drop test which is if you drop that literature, you know, on the floor or if you just push back away from your desk, what can I see from a distance that makes, that draws me in, that makes me want to read that particular website from a distance or that particular piece of literature. And that’s probably about 2 to 3 seconds, I think that’s exactly right.


Joe: So and I mean there’s all kind of data too on how people view that information and it’s really ironic that or neat to me, it’s my geek background, when studying human behavior in a print ad people read from bottom right to top left.


Chris: I did not know that.


Paul: I did not know that either.


Joe: Which is, ‘cause typically, that’s where people have put telephone numbers and contact information.


Paul: Oh, you’re right.


Joe: So, I don’t know if it’s the horse before the cart or the cart before the horse, whichever way we went…


Chris: Been trained to look there…


Joe: Yeah, we’ve been trained to look there or if that’s just what psychologically we do but so when you do a print ad you typically want to put your contact information bottom right corner.


Chris: Makes sense. It’s kind of the reverse, there’s a thing, a very famous search engine optimization article called The Golden Triangle which, an independent research organization went in and they actually attached some devices and they watched the eyes of people. I don’t know if you’ve seen…


Joe: Yeah, I have, I was going to mention that.


Chris: It’s, we have, it’s on our website in a couple of different places but if you look at what people look at in terms of the golden triangle for a website it’s actually the upper left, you know, which is more traditionally what you think. And then it’s interesting that it’s kind of the reverse for a print ad, that’s good information.


Paul: That’s very cool. I’m going through this magazine, I’m like, wow! Everybody has their contact information on the bottom right.


Chris: Everyone seems to know except us. And now we know.


Paul: When he said that and I was like I saw someone’s contact information on the bottom right yesterday.


Chris: So if there are any graphic artists out there or anybody who does web design and then obviously, that often translates into doing printed material, understand that, you know, you may be gearing your website for top left down to bottom right and on a printed piece it’s, you know, make sure the information’s on the bottom right. That’s great information. I love that. So, I know that, what’s your kind of typical marketing; I know web isn’t your particular focus at least that’s what I understand, what’s your typical marketing kind of paradigm and then we can get into kind of search engine optimization and stuff.


Joe: I mean probably the biggest tip, the biggest thing I can tell any business owner, and it’s the number one failure coming from a marketing stand point and this goes back to the whole keep it simple stupid thing is speak to your audience’s pain. And you and I talked about this previously that if you ask the typical person why I should use you? They kind of repeat the same blaze hyperbole that, you know, I’m wonderful, I have great customer service, I’m faster than anybody type of stuff that you hear in radio ads and everywhere else, you know…


Chris: And let’s be honest we kind of expect that anyway.


Joe: Yeah.


Chris: Like any company we want to work with that’s a given so thank you for now you’re playing the game, what is it that you’re really offering?


Joe: Exactly, exactly! And if you are faster, if you, you know, you’re thing is I have to, you know, I need a blue one armed widget and the average wait time for a blue one-armed widget is 7 days and you can produce it in 5, quickly communicate to me why you can do it in 5.


Chris: Right.


Joe: Right? See what I’m saying?


Chris: The fact that you can beat the competition by two days and what it is that you do.


Joe: Exactly, we are the fastest in the industry, hands down because we have delivered this new technology that allows us to bring it to you 5 not 7 days.


Chris: Excellent.


Joe: And get that across to me fast. You got seconds to do it.


Chris: Apparently 3.


Joe: We’re going to put it in print, you better yeah, the fastest, guaranteed, 5 day delivery, blah, blah, blah. In Houston, Texas we have a famous furniture store guy, everybody knows him. If you’re in Houston I guarantee you, you know the guy.


Chris: Mattress Mack.


Joe: Mattress Mack! Exactly!


Paul: I was going to say Paul Hanson. You know, I pedal mattresses out of the house.


Chris: Remember, when you need tech advice, go to Acorn because they’ll hook you up. You can maybe write a…


(16:31-42 mixed voices)


Joe: For their entertainment.


Chris: Performing arts.


Joe: That’s hilarious.


Chris: That is awesome. Yeah, Mattress Mack is well known and you know, he’s, he does so much, his number is 10%, 10% of gross goes back into advertising. Which I think is a nice, it’s a great, clean number and you just know that you’re going to spend that money on advertising.


Joe: Oh yeah, at least. I’d be surprised if he didn’t spend more but, you know, anyway, what I was going to say about him is that from day one he was on the TV doing those horrible commercials way back when on WWF, man, and I actually remember those original commercials.


Chris: They almost didn’t allow him to air those.


Joe: Yeah, because they were so bad?


Chris: They were so bad and he was like, I paid my money, you are airing those.


Paul: I remember he’d say save you money and he’d throw money in the air and I was a kid.


Joe: Oh yeah. Well, he came on and he would say no, no, no backorder slips.


Paul: Yeah! I remember that!


Joe: No, no, no backorder slips! Buy it today, get it today! You know, so he was speaking to his audience’s pain. Nobody wants to go to the furniture store and spend 3000, $5000 on a new, you know, living room set, whatever else and then wait 6 weeks for it to come in.


Paul: Right.


Joe: Right?


Paul: Right.


Joe: If I have the option to go down and spend 5 grand and then get it the same day?


Chris: Isn’t instant gratification…


Joe: Exactly! I’m going to do that! Exactly! I’m going to do that! So, you know, that’s probably my biggest tip, speak to that pain. In our industry we have the 100% communication promise and the biggest complaint that we heard from the mortgage professionals, the real estate professionals out there was, “I used XYZ credit repair company before I would send a customer over there and I never heard anything back from them, I didn’t know what was going on with them and I’d have to call them to try and find out what was going on and then I never did see them, I never got the customer back.”


Chris: Yeah, ok.


Joe: So from day one we started speaking to our audience’s pain.


Chris: Ok. So what I’m hearing just for kind of clarity is you guys clean credit, you work with mortgage brokers, mortgage companies so you’ll clean, help clean the credit of the people who have approached those mortgage companies and then it makes sense you want to give them back of course to the mortgage company.


Joe: It’s a very symbiotic relationship, you know, they need a customer with good credit we need a customer with bad credit.


Chris: It’s symbiotic, yeah.


Paul: They have all the customer’s with bad credit.


Joe: Exactly, exactly!


Chris: And what I’m hearing is it’s very symbiotic when it’s done right.


Joe: Exactly.


Chris: And when it’s done with 100% communication, that’s what you’re talking about?


Joe: We literally communicate, our goal is to communicate too much.


Chris: Right.


Joe: We communicate so much that we actually had to program it into our software to allow our end users or I shouldn’t say our end users, our referral partners, the ability to turn that communication down.


Chris: Dude, tone it down!


Joe: Yeah. I’m getting updates with everything that’s going on with my customer, I don’t need that much. So, some of our users, I don’t know what to call them, our referral partners, you know, want that, they absolutely want to know hey if I send you a referral, I want to know that you got that, that you got that email, that you got that information, that you entered it, that you called him, I want to know when you called him, that you’re on it. Other’s start off there and then say we want to back that down, I know you’re calling them now, I know you’re on top of it, just let me know when, you know, progress is made.

Author: eweb-admin