How Offering Choice To Customers Steals Their Satisfaction
You may have heard this week that the Rolling Stones and BMI have put Donald Trump on notice that they will sue if he uses any of their repertoire during his campaign, including the song ‘You Can’t Always Get What You Want.’
There is irony of course in the title of the song, as I can imagine Trump will flagrantly disregard the threat, such is his way.
No, it’s true: you can’t always get what you want.
Especially if what you want is to make the best choice.
As a parent entrusted with the care of two small boys, I often don’t give them what they want – much to their displeasure.
What’s more, I don’t even give them a choice in matters such as what they are going to eat or where we are going that day. Particularly for the younger one.
Here’s a story that shows why.
Right at the beginning of lockdown, a kindly family member gave us a big cardboard box full of treats: crisps, popcorn, biscuits and sic like things.
Now I kept the treat box hidden, and just brought out a treat of my choice for the boys when I thought appropriate. Until one day, the youngest – a smart cookie if there ever was - realised there was a whole cornucopia of treats stashed in a secret location.
In a moment of weakness, I let the wee lad choose from the box of delights.
Big mistake.
He was so overwhelmed by the choice between about five or six different items he could not cope. He had a massive meltdown, tears and everything, and said, “I don’t know how to choose!”
From the mouth of babes. He articulated that which most parents don’t cotton onto. The fact that choice is cognitively impossible for anyone under the age of seven.
It’s not easy for grown-ups at the best of times, either.
We think that choice will give us more chance of getting what we want, when sometimes it stymies, inhibits and overwhelms.
You can learn how to benefit from this in your business.
Knowing then how hard it is to choose, you can serve your customers well by making that choice easier,
1.Be faithful to existing customers
People like to convince themselves they are making a good choice. Sometimes this is by being loyal to someone who has served them well.
People tend to stick to what they know. So always have retention as part of your marketing system - this may include emails or mail shots with special offers for existing customers.
2. Be the leader they want to follow
This is where consistency matters. You need to show up like no other, with the best possible service to make sure you are the leading business in your niche. You Also need to develop strong marketing systems that get you in front of the right eyeballs again and again.
The caveat is that any marketing must be well written and resonate with your audience.
3. Communicate your message to the right market.
Know your audience and what they want– which is mostly what they are buying.
The golden rule with kids under seven is ‘never ask what they want’ – because they don’t really know. With children you can tell they are hungry, tired etc. through behaviour and other signals; with customers you have to look at what they regularly buy - from you and competitors.
4. Know your USP
Know what you do differently – and better - than your competitors and play it to the hilt. If you want people to choose your product or service, know your USP so that you can tailor your sales copy to your ideal customer.
5. Engage them with great copy.
More often than not, t’s the words on your website or brochure – your message - that will be the deciding factor in that difficult decision.
With attention spans what they are you may only have a few seconds to hook them. This is why effective content is so important.
But to communicate effectively it takes skill to weave who you are and what you do into engaging sales copy.
Best way to ensure your customers or clients can get satisfaction (see what I did there) is to be the confident leader who knows what they want. Like a good parent.
If you require fresh content for your website, blog or email sequence you can save yourself the time by using my copy writing services. Rachel@rachelhunterwriting.co.uk.