My problem isn’t fertilizer. My problem is that my neighbor’s lawn looks better than mine.

Igor PauletičInbound Marketing

The stories that we share with you are almost always drawn from FrodX’s business experiences. Most of them are stories of our (potential) customers – slightly disguised and simplified to make them more interesting and shorter. Only a few of them are fictional, even though they might appear genuine as well.

I would like to share my thoughts about the way you should be thinking about your products. I was at a meeting with a potential customer, and they asked for my opinion on their website and online store content. They were mostly interested in making it more interesting and using it more efficiently. It can be slightly awkward to answer such questions when you are trying to do business with them. The content was probably prepared by an agency who charged a lot of money for it, and the person you’re talking to probably made the final call (by the way – there seems to be an unlimited number of communication “experts”). It’s even more awkward if the person asking about your opinion is the author of this content. The worry that the customer may not quite realize what I’m trying to explain is always in the back of my mind. I always face the same problem – no matter what the activity and size of the company are. Sometimes I feel like I have my own “masterpiece” that I must work into every meeting or lecture.

It's not easy to say something is wrong. Customer might not understand what we're trying to explain. Click To Tweet

You can see from the title that this time I was reading content about fertilizers and other gardening accessories. Would I be able to write something more interesting about fertilizer? No. Do I know what people who buy fertilizer want to read? No. Would I be able to create content that excites people, so they visit the store and buy fertilizer? Yes, this I can definitely do. We only need to stop talking about fertilizer, since not many people think about fertilizer as a solution to their problems. The ones who do, don’t need additional content and promotion to buy your product if they know that you sell fertilizer. Marketing should primarily inspire customer needs, and not only respond to existing ones. If you are not doing this, someone else is in charge of your game.

Marketing should primarily inspire customer needs, and not only respond to existing ones. Click To Tweet

Let’s get back to fertilizer. Potential buyers of fertilizer feel that their neighbors’ lawn looks better, and they would like their own lawn to look just as good or maybe even better. This is the problem that they are trying to solve and this is the content that might interest them. Only the question of involving fertilizer in this narrative remains now – along with the lawnmower, lawn aerator, lawn irrigation system, better seeds, moss remover, and most importantly – instructions on lawn care that will make their lawn look better than their neighbors’. Content that builds buying potential for garden products should follow this direction. People are happy to read useful content, and it certainly won’t hurt if it’s fun.

People are happy to read useful content, and it certainly won’t hurt if it’s fun. Click To Tweet

When you are able to communicate the importance of lawns around peoples’ houses, they will want to know how to achieve that goal. If you offer useful tips every week or every two weeks (maybe as a short video, such as “Gardening tips and tricks”) on what to do and how to do it and provide some interaction (so they can show you photographs of their lawn which is important for them) along with some two-way communication, things will certainly start going your way.

I think the real challenge would be selling lawn care as a subscription service, therapy or adventure. The buyer would see you as an integral part of their solution and their road to the desired goal.

At least once a week, I must ask myself about the problems that my customers are trying to solve. Has something changed? Are you also trying to understand the problems of your buyers in your line of work? Sometimes I feel that we are in business only because companies don’t do this. At least not systematically, regularly and comprehensively. Or we are doing well only because companies need an outside perspective and the high prices of our services still justify the value that we provide.

We wish you happy holidays and a successful new year!

 

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About the Author

Igor Pauletič

Founder and CEO of FrodX, who uses his rich experience to assist customers to transfer the latest technological, operational, and social trends into their business operations. He mostly focuses on new product development, omnichannel sales architectures, and go-to-market strategies. As a team member, he fills the role of the idea generator and constantly challenges the status quo and established decision making patterns.