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Welcome to this episode of Online Store Success. 

Today I’m chatting about focus, particularly where you’re focusing most in your marketing efforts.

You see after 6.5 years of coaching eCommerce clients AND building and scaling my own online 7-figure fashion business I’ve learnt much about marketing and common pitfalls we find ourselves in as small business owners.

There’s one huge pitfall I see (and have landed in myself many a time) that I see time and time again.

And this pitfall costs us customers, sales, time and frustration.

Because if we are doing this one thing wrong, it will drastically affect the success of our marketing efforts (and business).

It’s something that I can confidently say we’ve all been guilty of doing at some stage in our business.

So what is it you ask?

It’s being product-obsessed not CUSTOMER obsessed when we market to our audience.

It’s talking ALL about the product and how wonderful it is, versus talking about how our products will ENHANCE and transform the lives of our customers. 

It’s highlighting ALL of the features of their products such as ‘it has 25 gold plated zips’ or ‘woven by monks on a hilltop under a full moon’ or even designed in Australia.

So what, I ask you.  So what, is also what the customer says to themselves when they see statements like that?

WHAT’S IN IT FOR THEM? Exactly.  If you don’t tell them explicitly, they will keep on scrolling and you won’t make a sale.

Customers don’t care about the fact it has 25 gold-plated zips or was woven by monks on a hilltop under a full moon.. Because none of that relates to them, the problems or challenges they have, and you don’t highlight how these features will benefit the CUSTOMER

They want to know WHY and HOW they will benefit them exactly.

They want to know how will your product change their life for the better which could be moving away from a pain point (like never being able to figure out what to wear each morning), or moving towards something pleasurable (like the confidence that comes with a new outfit and watching those heads turn when you enter the room).

Customers want to know what’s in it for THEM.  The rest is all ‘nice to haves’.

How will 25 gold-plated zips in their pants make their life better exactly? Is it so they can shine like the sun when they walk into a room AND have ample storage for all of their coins?

You need to lead with the benefit to the customers in your marketing, not the features of the products. 

And as a business marketing to find new customers, it’s YOUR job to tell them why your products are going to help them:

Is it so they can:

• Brag to their friends that monks made their clothes?
• Feel good, knowing they’ve 
• Be comfortable
• Look stylish
• Feel confident
• Not struggle each morning deciding what to wear
• Live their best life
• Be the envy of their friends

Next time you go to craft your marketing, I want you to be CUSTOMER OBSSESSED not product obsessed.  I know we are so fixated on our products because that’s what is business is after all, but that’s not what sells your products – the transformation to the customer is.

I hope you found this episode helpful and that you will think of me next time you go to write your marketing copy.

This is just one small snippet of what I teach in my program, Online Store Success which is coming back VERY soon.

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Want to learn how to build and scale a successful online ecommerce store?

Online Store Success is my 12-week program that shows you how to Build and Scale a magnetic eCommerce store that makes sales 24/7 (without the overwhelm).

Put your name on the waitlist here: https://jodieminto.com/online-store-success

And take a look at all of my programs here: www.jodieminto.com

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