Let’s be honest.
We all are, and that’s totally normal because we all want things to be easy.
Everybody remembers the “Easy Button” ads from Staples, right? The ads always ended with a voice-over that said, “Wouldn’t it be nice if there was an easy button for life? Now there’s one for your business. Staples. That was easy.”
These ads were humorous, straight-forward, and it reinforced the consumers’ natural tendency to want instant gratification.
Did you know that an average consumer usually compares around 3-5 brands before making a purchase decision? You might think, “Hey, that’s actually a lot more than I thought!” But, let’s take a moment and think about this.
How many competitors is your brand up against in your market? I’m pretty confident to guess it’s more than 5.
If your answer was, “I’m not sure about that…” then we should definitely sit down for a nice long chat. I know some great coffee shops that are perfect for soul-searching sessions.
When your potential customer is taking their time to learn about your brand, let’s make it easy for them! People love shortcuts and this applies to their buying habits too. The less decisions they need to make the better.
That means you don’t want to confuse your customers and have them go on a wild goose chase trying to figure out who you are. Have a clear message that demonstrates what your brand offers to them that your competitors are missing out on.
A great way to think about how to communicate this is to ask yourself, "how is my brand going to solve my customers’ problem?”
Make that solution crystal clear. So clear that when your customers see it, they feel like it’s a no-brainer to choose your brand over the others.
Let them say “Ah-ha! Well, that was easy.”