Don’t Leave Customer in the Dark About What You Do

Conversion Rate Optimisation

Having particular area of expertise is one of your greatest strengths and if rightly conveyed to your existing and potential customers, can be a positive force in your business.

But business owners often neglect to clearly communicate what makes their product the best option, so customers are left in the dark about what it can do for them.

This may not be due to lack of interest on the part of the business owner but because they think the product, and their expertise about it, are obvious to others. When you live, sleep and breathe a product then you feel that really, it’s all just common sense, and if others thought about it for a bit they’d figure that out too. For some people already familiar with your area of expertise that may well be the case. However, when you enter into this way of thinking on a regular basis the result can be low sales and confused customers.

Customers Crave Expert Guidance

Let’s take a look at the recent explosion of cookbook sales as an example of customer need for expertise. Most people have some rudimentary understanding of how to cook and many are well versed in it, able to put together at least a basic meal without a recipe. Yet sales of cookbooks continue to do well and the number of titles available has increased rather than declined. Why is this?

There are many different reasons why sales of cookbooks have continued to grow strongly but the key thing that people who buy cookbooks are searching for is knowledge and shortcuts. They want to harness the expertise of those with considerably more experience and use it to improve their own cooking. Who are these people? Generally they are:

  • mums,
  • dads,
  • young couples
  • singles

All looking for guidance from skilled chefs to make their food more interesting, become healthier, to cater for a particular food preference or because they want to entertain more at home.

The Jamie Oliver Phenomenon

A further example of an expert in this field is Jamie Oliver. Jamie makes money from the sales of his cookbooks but he also benefits from becoming a trusted guide on how to cook. His openness (and unique accent) and rough-around-the-edges intimacy quickly built a loyal following that soon started to devour whatever he created. He can now use his considerable profile and influence to take on bigger challenges, such as decreasing the consumption of sugar and improving the food offered to students at school canteens.

This suggests that if you can effectively impart knowledge about a particular area of expertise you will see a positive effect on your business. Look at Jamie’s product ecosystem:

  • books,
  • TV series,
  • products,
  • appearances

These all feed into and benefit each other. But what started it all for him was being willing and open to sharing what he knew with his fans.

Benefits of Conveying Your Expertise

Conveying information through videos, articles, tip sheets or how to guides is a great way to stand out from the competition and build trust, awareness and help to educate your customers about what is important. It also makes you appear more approachable, people will feel that they know you and will be less reluctant to reach out and ask for help.