When most businesses look at doing some marketing, they will begin to think of promotions. They create ‘special offers’ and incentives to buy.
This approach is pretty standard and makes logical sense. If you have something that people want, why not give them an impetus to buy it?
The problem with this is that every other business is doing exactly the same thing. It’s like being in a farmers market where all the stall owners are yelling over each other. All the brands and products wash into each other, and the buyers get overwhelmed.
So how do you differentiate yourself?
How do you make your products and services interesting to your customers? How do you create a desire to want to work with you, and buy from you instead of the next business?
One great way is to give them a look behind the curtain. It’s a counter-intuitive practice that some of the best businesses in the world use. Apple and Tesla to name just two.
This phrase ‘behind the curtain’ is a colloquialism that means to give away the elements that usually remain secret. The aspects of a business that nobody knows about that are guarded so secretly. Instead of hoarding them, tell customers how you do what you do.
Apple is famous for doing this with almost every new product it releases. The calm, soft-spoken Jony Ive scribes in articulate detail every part of the design process. The teams on the stage explain how the software is designed and why it’s incredibly useful. At the end of each Apple keynote, there is no special savings offer or limited-time incentive to buy. Just a flat price and the mention of when you can get it. The rest is left to the audience to decide.
Telsa has done the same in recent years. Through the transparency of Elon Musk’s grand plans, and the public release of all its patents, it has shown the world it’s willing to be open and honest. And, amazingly, people line up to purchase cars that don’t even exist yet.
The mistake of being secretive
A lot of business owners think that by revealing the ‘secrets’ of what they do that somehow this will put them at a disadvantage. By showing how the business works, or what goes into providing the service, you somehow will dissuade customers from buying from you. Or, even worse, you will let your competitors know how to beat you at your own game.
Ironically, the reverse is true. The more you share, the more you start to move your prospects along the buying cycle. They become interested and then engaged and eventually self-convinced about why you are the best choice for them.
I had a recent experience of this myself when I started learning more about Buck Mason, a men’s clothing company that makes everyday staples. For a few months, I followed them on Instagram, then visited their website, learning about their origins, their process and their mission. About a week and a half ago, I placed my first order for ten t-shirts.
Not one. Ten. Why?
Because I feel an affinity for the brand and who they are. I now have a story to tell about why I wear their shirts.
If Buck Mason had sent me discount coupons, I would have ignored them. But they sent me an all-access pass to their company, and that grew into loyalty.
The next time you are searching for ways to grow interest in your brand, consider sharing the process. Show your customers how you do what you do, and what goes into the process. Even though it might seem ordinary to you, remember that you are giving them a look behind the curtain, and that builds interest, trust and loyalty.