1710: Make It About Your Customer, Not Your Business AND Don’t Let Frustration Get The Best Of You by Kate Erickson

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[00:01:00] This is Optimal Work Daily. Make it about your customer, not your business. By Kate Erickson of eofire.com. Ever since I started working in advertising and marketing, I've tried hard to get over my obsession with convincing business owners that their customers matter more than their businesses do. I mean, of course their businesses matter, otherwise they wouldn't have customers. But they wouldn't have businesses in the first place if they didn't have their customers to support them. Still with me?

[00:01:27] For some reason, business owners have a really hard time with the idea that their customers matter more than they do. They think that if they can explain to their customers that they're in the business of creating beautiful things, and that they spend every waking hour on their products and services, that somehow customers will flock to them, obsessed with their ability to... do their job? How Businesses Become Successful That's just it. When you create beautiful things and spend hours upon hours on your products and services,

[00:01:56] you're just doing what you're supposed to do. That's how businesses run. But it's not how businesses become successful. Who doesn't want to create beautiful things and come out with stellar products and services? Psst. Every business wants this. Without being completely selfish, customers are uber selfish. Customers want to know, What can you and your business do for me? And why should that make me want to buy from you? The answers to these questions have nothing to do with you being able to create beautiful things,

[00:02:24] or the amount of time you spend on your products and services. Put yourself in their shoes. You don't necessarily want to know every little detail about how Dropbox designed their platform, or how long it took them to create it. You want to know that it's going to save your files and images and videos so you can access them and share them with others on Dropbox anytime you want, from anywhere. Your advertising and marketing needs to be for your customer, not for your business. Benefits, not features. One of my favorite commercials of all time,

[00:02:53] that is pretty much the epitome of what I'm talking about here, is from Google Chrome, called JestTime. During this 60-second commercial, Google doesn't talk about how awesome they are for creating Hangouts. They don't talk about being the largest search engine in the world. They don't talk about how awesome their logo is, how long they've been working online for. None of that. They simply communicate, through a very relatable story, the things you can do when you use Google Chrome, Google+, Google Chat. They focused on Jess and her dad, Elliot's, story,

[00:03:23] in order to communicate how they help their customers. It's about how they help a father connect with his daughter, and how a daughter finds support and love in connecting with her father. That's the benefit. Understanding your customers. It can be difficult to not shout from the rooftop all the amazing things you're doing to build your business. It takes time, hard work, dedication, tons of mistakes and lessons learned to be where you are right now, regardless of whether you have a successful business or you're just starting out. You want to be recognized for this.

[00:03:53] But in order to build your business, to build customer loyalty, you have to understand your customers. You have to understand that your customers, at least in the beginning, don't care about any of this. Google Chrome found Jess and her dad during a time that was difficult for both of them. Jess just starting college, her dad having to say goodbye to his daughter. Google found ways to make it easier for them to communicate, to stay in touch, to motivate one another, and to stay a part of one another's lives, even when they weren't living under the same roof.

[00:04:22] I want to use Google Chrome because I know they're creating products and services that can help me do the same thing as Jess and her dad. If you're a business owner who's trying to advertise and market your products and services, then make your customers the focus of your communications by finding out what they struggle with and how can you be the one to provide them with a solution. Tell the story of how you're going to help them and why this should make them want to buy from you instead of someone else.

[00:04:52] Don't Let Frustration Get the Best of You by Kate Erickson of eofire.com And suddenly, that moment comes when you just don't think you can take it anymore. Tears start to well up in your eyes. You want to scream so loud because you've never experienced this type of frustration. You feel as if, at any moment now, your head and or body might explode. Don't Let Frustration Get the Best of You Frustration is a lot like a pot filled with water on a burning hot stove.

[00:05:21] At any second, it's ready to boil over. Yeah, I'd say I've experienced that feeling before. Sometimes it's because I feel like I'm helpless and alone. I want so badly to figure something out, but I just can't find the right forum, the right resource, or the right expert who can help. Sometimes it's because I wish there was more time in the day because I don't know how I'm going to accomplish the list of things I've set out to do. Sometimes it's because I thought I would be much farther along on a project, but then I realize that I'm nowhere near being finished.

[00:05:51] Frustration Likes a Challenge The battle against frustration is a tough one that we all face as human beings, and on a whole new level as entrepreneurs. Frustration is a creepy little thing that likes to hang around individuals who may not have the support they need to fight it off, or who may not be strong enough yet to realize they can dodge it before it gets them. Frustration likes a challenge, and so it'll hang around those who are so driven by a passion or an interest that they'll stop at nothing to find a way to make it happen. Yes, it will try and get you too.

[00:06:21] Don't let frustration take over. Don't let it. For every negative thing that frustrates you, flip it on its back and make it a positive. There is someone out there who can help, you just haven't found them yet. But you will. All we have is time, so don't get carried away with how little of it there is. Otherwise, you're missing out on the time you do have right now. Reaching the end of a project is a small success. One of many you will reach over and over again if you keep working hard. So enjoy the journey you're on and everything you're learning along the way.

[00:06:51] Just start. Keep going. Research. Ask. Learn. Read. Write. Practice. Do. Repeat. You just listened to the posts titled Make it about your customer, not your business. And Don't let frustration get the best of you. Both by Kate Erickson of eofire.com ServiceNow unterstützt Ihre Business Transformation mit der KI-Plattform.

[00:07:18] Alle reden über KI, aber die KI ist nur so leistungsfähig wie die Plattform, auf der sie aufbaut. Lassen Sie die KI arbeiten. Für alle. Beseitigen Sie Reibung und Frustration Ihrer Mitarbeiter und nutzen Sie das volle Potenzial Ihrer Entwickler. Mit intelligenten Tools für Ihren Service, um Kunden zu begeistern. All das auf einer einzigen Plattform. Deshalb funktioniert die Welt mit ServiceNow. Mehr auf ServiceNow.de slash AI for People. And that should do it for today.

[00:07:46] Hope you have a great rest of your day and I will be back with you tomorrow, where your optimal life awaits.