The Struggle Is Real

The question that every business faces is when to put your interests before your customers. It’s a tricky situation indeed and companies big and small  struggle with that question all the time.

As a simple example, let’s say that you really want a customer to provide you with their contact information so that you can market to them. That request is the beginning of a trusting relationship. You can either,

1.  Take that precious email and blast them with information about your product, or

2. Send them valuable information that will start to build a relationship.

Well, the first option is the one you want to do. Of course! You have been thinking about your product and know it’s good – all they have to do it hear about it, right? Well, maybe.  Or perhaps, there are 10,000,000 other businesses that are taking the same approach and no matter how good your product, you will be ignored.

The second choice is harder and it will take longer. You will have to invest time into developing content/experiences that your customer will find indispensable and you will have to do it in a way that they will actually consume (video, webinar, book) which may not be your preference. It’s hard work and that’s why you will stand out.

And it will pay off. Customers are not dumb. They know when you are doing something for yourself or for them. If you chose them, you will gain loyalty that will be worth all the effort. Therefore, getting what you want, too.