How much does your brand stand out?
Does your brand’s marketing start a conversation or do you preach to your customers? Do you ask them what they think, what they want and what they like? Do you offer them a forum where they can share their thoughts with you? When they speak, do you listen? And conversely, when you speak to they pay attention?
There’s a classic commercial campaign for EF Hutton that dramatically makes the point. Two individuals are discussing investments. One asks the other what his broker advises and when the response is, “Well, my broker is EF Hutton…and EF Hutton says,” the entire room (or plane of passengers in this instance) stops, leans out to hear what it is that EF Hutton advises. The ad’s voice over pronounces, “When E.F. Hutton talks…people listen.” All the surrounding people in each ad stop, turn, or come closer to hear what pearls of wisdom are about to be spilled. It ought to be the case for your firm as well. Our reputations ought to be so trusted, so well respected that when people speak the name of our business, people stop, turn and pay attention.
Why to do you want to be an authority?
Developing authority so you and your firm are considered sources for information is a critical component of your public relations and marketing activity. When you and your team are authorities on topics, you may serve as sources to help the news media and to position the brand in a manner that is distinctive. Every company has a niche. It is up to you to comprehend what makes your services or good better than your competitors. When setting your brand apart, these advantages must be constantly called out so that potential customers pay attention and recall them when they have a need for the services you provide. However, besides pointing out your differences and distinctiveness, you also need to listen to your customers.
Why do you want to listen to your customers?
Ignoring your customers’ point of view is to ignore the best source of marketing research you can have. In order to develop authority, one must listen to one’s customers. Paying attention to their needs, wants, objections and issues informs the way you provide services, develop products and solve issues. If you’re not listening to your customers, you’re missing a key opportunity to understand what they expect.