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Becoming a company you’d like to shop with-Part 3

The ‘Everyone is me’ approach:

This approach relies on one thing: You don’t need to tell anyone about your company because everyone already knows what it is you do.

When everyone is you, you leave out key components that can help potential customers make decisions about your company. It’s an extension of the blank website. It stems from the idea that because someone found your company, they were obviously looking for your company.

Every piece of information you put out about your company should be a carefully crafted letter. I want to read an introduction, body and conclusion. There should never be an assumption on your part that customers ever know all the benefits, products, or features of any products you carry.

Think about the last time you visited the website for a company or read the brochure thought to yourself, “So it does what again?”, “What time do they open?” or “I wonder if it does this..” The company left out some of the dots that could have helped you connect the product to its benefits.