Are You Too Close to See?

I often encounter businesses that are so familiar with their own products and services that they become myopic. They assume customers know all about and understand everything they offer. This is a mistake, especially if one is trying to grow a business.

To further complicate matters, I have worked with a handful of clients who make up a word for a product and use it extensively in their marketing. The general public does not understand what this word means and is further distanced.

When introducing your latest service or product, look through a new lens. Consider who your customers are and what they are looking for. Send out a survey to existing customers to find out if they are aware of all the services you offer, to ask if they are interested in new products and to get feedback.

Their responses will bring fresh ideas along with new opportunities. Next, take a step back and refocus!