Wednesday Words

To Go Where Your VisionPoints, a few inspiration points for you and your business.

Remember that you are a teacher, you are helping people, making them feel safer, taking them from fear to love, from ignorance to knowledge.
—Stuart Wilde, British author and lecturer

Okay, maybe not the “fear to love” part. (I suppose that depends on your business—maybe you are taking people from fear to love!) It’s the rest of Mr. Wilde’s comment that’s on my mind this week, in thinking about The Overloaded Life.

In your business, you can be a teacher for your customers, and by helping them and making them feel safer about purchasing from you and working with you or owning your product you are doing that.

It might be even more important, though, to find the ways in which your product or service IS the help.

Put another way…

If my local grocery store makes buying overpriced convenience foods really easy for me by moving the prepared-food section closer to the front of the store, and mentioning it frequently on the P.A. system just after rush hour when I’m cruising through the store, and putting a knowledgeable person behind the corner to remind me that their mashed potatoes will go great with the rotisserie chicken, they’ve taught me, helped me, and made me feel great about the prepared meal I’m buying from them. They took the trouble out of the purchase, which is a great help in making the sale.

If my grocery store puts out ads and signage in the store emphasizing how their prepared foods in the deli section are easier than fast food or even frozen foods, twice as nutritious, and will get even the pickiest eater at my table to rave (at a meal I put together in seconds at the end of my commute home, with the help of their friendly deli staff)—the sale makes itself. Why?

The purchase took the trouble out of my day.

So yes, you are a teacher, you are helping people, making them feel safer, which is important in person-to-person (and even marketing materials-to-person) interactions. But is your company’s product or service also helping your customers—teaching them, making their lives safer, easier, wiser?

When I’m face-to-face, or email-to-email, with a client, of course I’m being that helpful designer, taking the stress out of working with us, but what I’m talking to them about is the results, after the job is done—how the work we’ll do is going to take some of the stress out of a busy entrepreneur/small business owner’s workday, long after the sale. Like that rotisserie chicken, but less messy.

What do you think? Have you positioned what you sell as something that takes some of the overload off your customers? (How can you demonstrate it?)

Do your customers see it that way?


Grow and be well,

Kelly Erickson