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Think Like Your Customer
When you're having a conversation with someone and all that person is doing is talking about themselves, it may be a little off-putting, right? A conversation that is likely to spark your interest is one where the other party is actually interested in what you have to say and genuinely values your opinion.

Well, it's kind of the same thing when all that a brand does is talk about themselves.

A dead giveaway of this is if your company uses language mostly containing "we", "our", and your brand name. Spoiler alert: don't do this.

To kindle your customers' interest, you need to put out content - such as website copy - that is from their perspective. Instead of speaking about what your company offers, talk about how and why they will benefit from what your company has to offer. Ask yourself: how does it relate to them? And what value am I offering them?

In order to give your customers what they want, you first have to find out what that actually is. And if you want to keep your customers truly engaged in the conversation with you, you have to start thinking like them.

Here's how…
Know who your customers are
And more importantly, know who your ideal customers are. The best way to do this is by creating a customer profile.

Whether basing it off an actual customer, an amalgamation of a few, or creating an imaginary version of your perfect customer, think about every aspect of this person and write it down. Be specific about their name, age, occupation, what they look like and what their relationship status is. Really visualise what this person likes to eat, drink, wear and what their dreams are and what their worst fears may be.

Now that you know who your customers are, it will be easier to get into their mindset and start thinking like them. The next, and most important step, is to…
Brainstorm what their problems might be and how to solve them

A successful company is one that has a solution for every problem. If you're not solving your customers' problems, and your competition is able to, then they won't stick around with you and will take their business elsewhere. Shift your focus from thinking about what your company does to how you can help your customers solve their problems.

For example, instead of focusing on selling freshly made juices, focus on the underlying problems that your customer may experience that will result in their need to purchase a juice. It could be that they are trying to drink fewer unhealthy sodas, and that a sweet-tasting beverage - such as your juice - could help them cut back. Or maybe they often get an afternoon slump where they start to feel tired, and your juice could give them that much needed energy boost to see them through the rest of the day.

The bottom line is that if you're not helping your customers, and effectively communicating exactly how you can help them, someone else will.
Lastly, find out what your customer is talking about

And talk about it, too.

You need to be social on your social media platforms and actively engage with your customers over topics that are important to them. If you only advertise your products all the time, it comes across as very mechanical, and not human-like at all. Be aware of important events and topics happening around the world and don't be afraid to join in the conversation - your customers will love you for it!
By following these steps you'll be well on your way to effectively engaging and helping your customers. Just remember: think like a customer.