Are You a Customer Centric Business or Are You Playing Hide and Go Seek?


I met with a young company who is ‘ready’ to market their new product, a software solution for the small business community. The founders tested their software solution, built a website that talks about their unique solution using a fair amount of technical jargon and a 3.5 minute video that describes what they do, in infinite detail. The company’s Facebook page is rife with their press releases and a kickstarter campaign they’ve launched, a Twitter feed filled with tweets about their kickstarter campaign and a LinkedIn page with, yep, their press releases.

Not a single word about the small business WIFME (what’s in it for me), not a single customer testimonial and nowhere does this company’s website or social media platforms inform or educate their target market how this system will actually save them time/money  or increase their sales.

This company may think it’s ready to launch but I am afraid it is playing an expensive game of Hide and Go Seek:

HIDE the WIFME and your potential customers will simply SEEK another solution.

Isn’t there a better way?

Yes. It comes down to building a customer centric business.

InfusionSoft is an established 10 year old company that provides sales and marketing software to the small business community. The opening page of their website states:

“Small business sales and marketing software: Get Organized. Grow Sales. Save Time”

This home page includes:

  • A link to a video that demonstrates how their product has actually impacted real businesses
  • Testimonials from 2 small businesses owners: one that helps churches and a photographer
  • A link to Thrive 365, their free program that provides the small business owner with a host of videos, campaign templates, e-books and other tools all designed to help a SBO (small business owner) grow their company.


Yes, it is unfair to compare a startup with a well funded 10 year old company but I suspect that InfusionSoft launched with a customer centric message. Their About Us page states: “At Infusionsoft, we’re dedicated to a single purpose — helping small businesses succeed.” It’s not about them it’s about you.

And that is the key to successful marketing: it’s about the customer, not about you, your company, your product.

There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else”. Sam Walton                                                                                                                                                                                                                                           

I am asked all the time by SBOs, do I need Facebook, should I blog, how do I use Twitter and the most common, I created my LinkedIn profile, invited people and joined a few groups and nothing happened. ‘5 Questions to Ask Before You Tweet, Pin or Post”, addresses these questions but the contrast between the 2 companies mentioned above isn’t their size or their funding, its about their focus. It’s not about what you do, it’s about how you customer will benefit from what you offer.

Here are 3 steps that will help you create a customer centric message:

  1. Pick 5 companies that you love and look at their messaging. What emotion are they selling? What problem are they solving? What is their tone: friendly, humorous, helpful, authoritative? What social media platforms do they work and what is the messaging thread that runs through? 
  1. Look at 5 of your most successful competitors around the country and study their messaging. What are the trigger words that run through their sites and social media?  How do they connect with their customers? What makes them successful?
  1. Now look at your messaging and put yourself in your customer’s shoes. How does your messaging compare with those successful competitors? How do you address your customers’ needs, their concerns, their pain points, their greed? Is your message consistent throughout your customers’ experience from the website, to your social media, email campaigns, all the way through your front door?  

The golden rule for every business man is this: ‘Put yourself in your customer’s place.’  Orison Swett Martin                                                                                                           

Every successful entrepreneur is passionate about what they do, what they sell. Not about the widgets they make but how widgets can help their customers. This is what customer centric marketing is all about. 

How can you make your message customer centric?



Like this post? If so, subscribe to this blog that helps take the frustration out of technology so that you will never again want to bang your head!


About Marcy Hoffman