I recently read a fantastic book that really hit home in a lot of areas, and I think it's a great book for all business owners to read. You could call it a marketing book, but it's more than that. The book is called "Know What You're FOR" by Jeff Henderson.
We've heard many times that customers today are really wondering about your business (or any business), "Do they care about me?" And for a lot of us we are quick to answer is "Of course we care about our customers!!" What we really need to ask ourselves is does the customer know we care? How do they know?
In the book, Jeff visits over and over again two questions:
1. What do we want to be known FOR?
2. What are we know FOR?
Simple right? But is the customer experiencing our vision, or do we have blinders on assuming we have it right? All that really matters here is question two, and we need to have an honest look into our business and realize that what the customer says is all that really matters. I've been guilty here plenty in my different businesses. Take my wedding photography business as an example. I do greatly care about my couples, and take great lengths to get amazing shots and design an engaging storybook album. At the end of the day though, my communication is sometimes horrible, I take to long to get back to them, and the list goes on! Do they know I care, or do they just think I was there for the job? It's a hard question to ask!
One of the things I really liked about the book was taking this approach to social media. We all know the power of social media, but are we using it correctly? Jeff gives some great examples in this book on social media can be a great tool to show customers we are truly FOR them.
Who are you FOR? Read this book! I promise it will be worth your time!
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