I’m currently digging deep into what kAAKAO, my new chocolate brand, really is.
If you look at the products out on the market, they all claim to have a unique selling point. And they probably do.
The problem is: do people care?
Does your customer care about you launching yet another gluten-free cookie?
Does your customer care about you producing your product in an expensive factory in the UK (in comparison to doing it cheeper in China…and vice versa)?
Does your customer care about your having overcome an illness to make this particular recipe?
My answer is: it depends.
In some cases your customer probably does – if you’ve found the right one. But too often, a brand is blasting out information about what it perceives to be valuable, hence, completely forgetting about the customer.
Here’s the thing: the business that I started really isn’t about me, even if my whole life might be wrapped up in it. I’m an entrepreneur today because of all the stuff I went through at some point in my life, however, that’s irrelevant to my customer to some extent.
I don’t want my business to be about me, as I’m essentially selling something that hopefully makes YOUR life better, sweeter, happier.
The question is: how do I communicate that?
It aint easy. (And it’s not supposed to be easy :))