Focus on Your Customers

by Joe Swatek

Who or what is the most important aspect of your advertising? You can tell the correct answer by the headline on this post.

I saw a marketing tip for retailers that said their holiday marketing should focus on the customers.

My advice — customers should be your year-round focus.

Have you ever read a sales brochure that went on and on about the company? We do this, and we have the best, our century of service, and that sort of description. It’s all about them. Did the thought, “Who cares?” pop into your mind? Now read your own sales materials. Are they like that?

Whether you’re selling gizmos or trying to open more checking accounts and loans, the focus should always be on the prospect — or the bank customer or credit union member.

Tell them how your products and services solve their problems and make their lives easier. How you add convenience to their busy days. How they save money by using your financial institution’s products. Describe benefits for them. Be specific.

As much as we like our own companies and we’re proud to work for them, your prospects don’t care. It comes down to the old acronym WIIFM — What’s In It For Me?

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