Turn Confused Clients Into Loyal Customers
Every business in the world has one common goal, to solve a problem. That’s it. A hair salon cuts hair, a library is a nice quiet place to read books and do homework, and a restaurant gives people tasty food. Most people already know that but if you want to grow you need to think about the customer.
These people aren’t expected to understand computer software designs, photography, or even things like the car engine you drive multiple times a day.
Thinking about it, it's kinda funny how many things people desperately need but don't actually understand. Given that things like hair salons, for example, are pretty simple. Scissors can cut hair. WOW, right? Pretty complex, but then there are things like car shops, hospitals, physical fitness centers, construction, etc. If you needed something done, people wouldn’t even know where to start if they did want to “D.I.Y” it.
People don’t have to understand everything to live their normal lives, but sometimes it catches their curiosity.
People are looking for something…
Let’s take that hair salon for example, it doesn’t matter how good you are at cutting hair. If no one needs their hair cut, you won’t have any customers. Which makes sense. No one needs it, so nobody buys it. But then there are times when people don’t know what they need.
Curiosity saved the cat 99% of the time…
Everybody knows the saying “curiosity killed the cat.” That cat lived to the age of 15. For a cat, that's a pretty long time. It took 15 years before it finally caught up to him! If he weren't as curious, he wouldn't have found the food that fed him over those 15 years. That curiosity kept that cat alive for those 15 years. To put it simply, at its core, curiosity is just when there is something of value, but it’s just out of sight.
If you look at advertisements, they use this all the time. From thick romance scenes to a new car reveal. They use this to have you ask questions. Those questions come from your curiosity.
A fancy guy in a tuxedo standing on a spinning stage with the silhouette of the new Chevy Hellcat hidden under a silk drape. Into a microphone, he announces, “This new car is going up for raffle in just 5 more minutes!"
Bam, a whole lot of questions are being thought up.
“What color is the car?"
“Is it new or used?”
“What’s its top speed?”
“What are the chances I’ll win it?”
Etc. Etc.
A Hellcat is a luxury example, but this same principle is key to survival.
If a bush rustles off in the distance, we ask a bunch of questions-
“Is that food?”
“If I go over there and it's not food, can it eat me instead?”
“Maybe it's another human?”
“I wonder if they know what that weird fire thing is?”
Etc. Etc.
Do you see now? Curiosity is what keeps us alive. A built in survival instinct. We’re looking for something to gain. Something to help us live our lives. Like the new Chevy hellcat.
People are curious. Now you know what it looks like. When people have problems they REALLY want to solve, naturally, they’ll get curious. They might start looking for people to solve it, ask a friend if they know anything about it, Google it. Whatever. They are hunting for an answer.
All you have to do now is give them the answer they’ve been looking for. It’s as simple as that.
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