Optimized Ecommerce EP 065 – Simple ways to Make Your Business Customer-Centric
This week on the Optimized Ecommerce Podcast, repeat guest Brad Owens joins Tanner Larsson to talk about a very important strategy that most businesses are lacking and that is being more customer-centric. Listen to Brad’s discussion of simple ways to become a customer-centered company and discover all the benefits it brings to your business.
Welcome to Episode 065 of Optimized Ecommerce – Simple ways to Make Your Business Customer-Centric. I’m your host, Tanner Larsson, CEO of BGS.
BGS means Build Grow Scale! It is a community that we founded where eCommerce entrepreneurs and physical product sellers come to learn how to take their businesses to the next level.
Brad Owens is one of the BGS Revenue Optimization Experts who work with our amplified stores. He started out as a customer, then joined the BGS team. Now, he’s one of the coaches in our Ecommerce Business Blueprint Program.
Here’s just a taste of what we talked about today:
Brad, discussed how to be a customer-centric business.
After reading a book entitled What You’re For by Jeff Henderson, Brad immediately saw how the concept connected with e-commerce in terms of being laser-focused on customers instead of being a self-centered business.
Being customer-centric is about knowing where customers are at, what they are dealing with, and where they want to be; rather than being out there and talking about how awesome your products are.
If customers feel engaged with your brand; if they feel that your brand is empathizing and cares about them, then you are giving your customers a better experience.
And then, Brad also discussed the impact of being a customer-centered company on LifeTime Value (LTV).
When customers become fans of your brand, they will not only be repeat buyers. They also become an evangelist of your products. Growing by word of mouth is gold, especially now when the cost of advertising has been skyrocketing.
Back in 2010, when Brad had a comic book store, he made a point for himself and his employees to remember names because that kind of business is all about LTV. A few months later, he had people that drove past his competitor’s store just to come to his store, because of that extra level of connection.
We also discussed a few other fun topics, including:
- Important questions that business owners should ask themselves to know what they can do to make their business more customer-centric.
- The benefits of being a customer-centric company.
- An overview of the book What You’re For by Jeff Henderson.
But you’ll have to watch or listen to the episode to hear about those!
How To Stay Connected With Brad Owens
Want to stay connected with Brad? Please check out their social profiles below.
Also, Brad mentioned the following items on the show. You can find that on:
Tanner Larsson 0:07
Hey everybody, Tanner Larsson here. And welcome back to the Optimized Ecommerce podcast super excited to be here this week with you guys. And we’ve always got cool guests and always got cool topics, but this one’s gonna be a little bit different. All right, so I’m joined by Brad Owens, of the BGS team where you guys have heard before on previous podcasts. And Brad has been with us for a long time, he actually started out as a customer, then joined the BGS team. Now he’s one of the coaches in our e-commerce business blueprint program. He also is a revenue optimization expert and works on our amplified stores. So he’s got a wide range, and he gets to work with a lot of stores of all different levels within the BGS framework. So he’s got some pretty good insight, but he’s also a business owner himself, he’s run a retail store, he’s had his own ecom stores, he’s done subscription services, he’s got a really well-rounded background. Brad wants to bring a topic on today that I think is really exciting to talk about because it’s not something that you hear very much. It’s not super tactical, but it’s very, very important. And it’s something that I feel is lacking in most businesses, it’s actually something that we’re really working on addressing in the Build Grow Scale scope of business as well, and how we talk to our customers and everything like that. And that topic is basically being for your customers rather than just for yourself, but also knowing what you’re for. So you know how to best communicate and best present yourself and everything with your customers. And Brad actually brought a book to our team. And that’s where that started, I’ll let him talk about that a little bit. But that’s how we’re gonna get into it, this is all about how to be for your customers and knowing what you’re for. It sounds weird, but we’re gonna get into it, I promise you, you will enjoy this episode, you will get a lot out of it, it will give you a lot of thinking moments about how you can jump it into your business and really make a difference because this can transform your business, regardless of all the other tactical stuff that you do. So Brad, thank you for being here. And thank you for bringing this topic up because it’s a good one.
Brad Owens 2:06
Yeah, no problem. Glad to be here.
Tanner Larsson 2:08
So why don’t we start with the beginnings of this and just take it away with that, like, what is being for your customer all about? What’s the book? How did it come to be? And let’s just start the process.
Brad Owens 2:22
Yeah sure, so back in November, I was in Vegas for a personal development workshop. And I went to Barnes and Noble. And I live in Atlanta, so I was out in Vegas, go to Barnes and Noble, I’m in the business and Self Help section. And I look and I see a book that’s facing out towards me. So instead of the spine facing me, it was the cover facing out towards me, and it was called Know What You’re For by Jeff Henderson. And I was like, no way because Jeff Henderson is a pastor at my church here in Atlanta. And I thought that can’t be the same guy. But maybe it is because I knew he was an executive with Chick-Fil-A in Atlanta Braves. And he’s also listed as one of the top motivational speakers by Forbes. A few years ago, they had him in the top 12 list or something like that. So well, maybe just flipped it over. It’s totally Jeff that I know. So how to get the book, read it, it was like it was amazing. And I could really see how it could connect with e-commerce. Because in general, it’s about any kind of business and even your life. So it could be for a retail store or e-commerce or it could be a nonprofit. But I really could see how this could really fit in with your e-commerce business. And you can really laser focus on your customer instead of being so self-centered.
Tanner Larsson 4:00
And it kind of ties in with some of the stuff we were talking about yesterday when we were on our call with the other guys about speaking to the customer, where they’re at, and what they are dealing with versus where you’re at, or where you want them to be. And one of the things that we talked about guys, is when it comes to marketing to your customer or to your target audience, most of us tend to just talk about how awesome the product is, and then pitch them the product or we say, hey, this product solves x problem and then immediately go into how great our product is, how great we are, how we can help you and why you should buy our stuff. And that process is not customer centric. It’s not being for your customer. And that’s why only a small percentage of people are really ready to take that next leap. Now, we’re gonna get into this a lot more and Brad’s a perfect guy to talk about this. But to set the stage for that, if you think about the 100% of your target audience out there that are out of that, only about 30% of the people are really willing or ready to buy on that first, hey, look how awesome our product is contact. Some of that 30% will actually do it, not all of them. But by and large, is only about 30% they’ll be ready, but there’s 70% of your customers that if you just spoke to them the right way and made them actually realize that you do care and that you understand them and that you’re for them. Well, now you’re going to tap into a much larger market of customers that maybe after multiple points of contact, eventually come around your brand, because they actually see you as caring for them as hey, this person gets me this company gets me, I want to support them. And that kind of a framework, whereas everybody else, including yourself, right now, you’re all competing for that same 30% because you’re only shouting from the rooftops how great your product is, or here’s my sale or anything like that, it doesn’t actually focus on the customer. So, Brad, why don’t we talk a little bit about what it means to actually be for your customer? Right? It’s
Brad Owens 6:14
Right. what it boils down to is just not being all about yourself. So it’s like if you’re in a conversation with somebody, and they’re only talking about themselves, like me, me, me, me. And it’s real self-centered, that’s usually not a very good experience. Whereas if you’re engaged in conversation with somebody, and they’re asking you questions, and they’re really empathizing with you, and it seems like they really care about you, that’s a better experience. So it’s kind of the same thing with e-commerce. eBay is worse, if you go on an eBay page, and you look in the description, and there’s probably maybe like a few sentences about the product, but then it goes, maybe a whole page link with the terms and conditions. About like their return policies and how you have to pay for shipping or no returns allowed. The same thing on your website, if your return policy is all just so long, it’s all company centered and not customer-centered. If it’s about you can only return with 30 days has to be unopened, you pay the shipping, we’re gonna charge you a $20 restocking fee, all that is a big turnoff to the customer, you need to make it for your customer. It’s gonna be a better experience, just think about the experience.
Tanner Larsson 7:41
And a lot of that stuff can still be said, like, we’re not saying you have to change your return policy. But change the language, change the way it’s presented, make it about the customer, like, hey, we want to make sure that, if we get a return that we can resell it to another customer. So we got to make sure that it’s unopened, or tags are still on it or clean or whatever the criteria is, but you shift the language [to like, this is for your betterment, because every company, resells products that have been returned, we want to make sure that we only resell stuff that are brand new.
Brad Owens 8:19
Right and it’s all about becoming fans of your customers too instead of trying for your customer to become fans of you, you become fans of your customer. So if you’re on Instagram, you need to be following the people that follow you. When you see someone’s post, you need to start engaging. If customers left a comment on your Facebook post, you need to reply and don’t leave all these comments without any response. You need to be engaging with your customers to become their fans, and they’ll become fans of you.
Tanner Larsson 8:56
Yep. And it’s also communicating to them where they’re at versus just the normal marketing speak. One of the examples that Brad and I and Jeremy and a bunch of other guys were talking about yesterday was and this is not ecom specific. But all of you guys have purchased ecom courses or info training courses or business courses. So you can relate. But you’ve got the struggling business owner who’s looking at this stuff. And they’re watching this ad and they’re listening to this thing about this guy and he’s got his Ferraris and Lamborghinis. And he’s talking about, I don’t know which car I’m going to drive today. And all thanks to Amazon or thanks to eBay or whatever it is. And they’re talking like that which gets attention, but the person is thinking, I can’t even comprehend what you mean by choosing what car I’m supposed to drive today because I’m just trying to put gas in my one car and take care of my family and put food on the table like they’re in a completely different place and the person is speaking thinking that’s going to attract the customer. When in reality, it’s kind of repelling and or making the customer feel that even though that guy could help me, they don’t think they can because they think, oh, man, that guy’s too far ahead or too whatever to be able to communicate with me. Right?
Brad Owens 10:13
Yeah, they can’t relate to that.
Tanner Larsson 10:15
Brad Owens 10:16
And you wanna be able to relate to your customers.
Tanner Larsson 10:21
Exactly, and where they’re at what their problems are. And the thing is, a lot of the time, you may have been your customer because you’re in a market or an ecom niche that you started because you were passionate about that, like, you’re a mountain biker, and now you have a mountain biking store. But once you become a vendor, and a seller in a market, your perception, your thought process, everything changes, you’re really no longer your target audience, you’re not really as in tune with them, as you once were. So you can’t really take what you need to go to the customer and figure out where they’re at what’s important to them, what do they care about? What are they thinking about? What are their problems? What are their pain points? And show them that it’s again, what your communication is about them. And that’s how you build that fan, Right?
Brad Owens 11:10
Yeah, because at the end of the day, they don’t care about you. They don’t care about your company, they don’t really care about your product, they care about how it’s going to help them. Like how can your product help them? How can it solve their problems?
Tanner Larsson 11:26
And they really don’t think you care about them either. I mean, you’re selling a product, typically you’re doing interruption marketing. So you’re interrupting their day, you’re getting them on a scroll or interrupting them on a Google ad or Google Video or something like that. So it’s not like they were out looking for you, you’re just jumping in their face. And so you got to put some effort into, hey, yeah, I know, I just interrupted your day, but XYZ to make them feel that you actually care and show them and let them feel like you care, but actually show that you care. Otherwise, they’re are like, hey, they don’t care about us, they’re just trying to make a quick buck. And that’s obviously not the feeling you want. When you want to build a long-term brand. If you just want to do a hit it and quit offer that you’re going to try to scale. It’s a trending product or whatever. Yeah, of course, you don’t have to do this obviously would work better if you did. But the problem is those like hit it and quit it offers don’t really make you that much money, they don’t last. And that’s not going to put food on the table long-term.
Brad Owens 12:25
Right, because when that’s over, you have to go to the next thing.
Tanner Larsson 12:28
And start all over.
Brad Owens 12:29
It’s a lot of work, you just keep cycling through it. You don’t have to do that. If you build like a long-term brand. This is all about building your brand.
Tanner Larsson 12:38
So with that framework and building the long term for your customers. How does that impact your LTV?
Brad Owens 12:49
Oh, it’s huge, because when they become fans, not only are they going to be repeat buyers, but they’re going to tell other people. Especially with the cost of advertising increasing, we see them see right now on Facebook, the cost skyrocketing. So free traffic is great. When you get the word of mouth going on that’s gold.
Tanner Larsson 13:17
Yeah, they basically become evangelists of your product and are willing to talk about it because of just the experience they have with you as a brand and the connection that they feel product becomes secondary.
Brad Owens 13:29
Yeah, exactly. And that’s really what I did. Even with my retail store. Back in 2010, I opened a shop inside the Mall of Georgia. And it was across between a hot topic, a record store, and a comic book store. And as a full-on comic book store, and everyone said I was going to fail, especially on the comic end. Because there’s an established store that had two locations, one within a mile of me, the other in the neighboring city that has been around for 20 years. But I knew that owner was very kind of standoffish, he could come across as rude and arrogant. And I knew that I had an opening there, just being focused on the customer. And one thing that I demanded of myself because I’m really bad with it. But I made a point for myself and my employees to remember names. Because in that business, it’s all about LTV, you have repeat customers, you have people coming in every week to get their comic books. And the competitor would never remember names. I’d been a customer of them for like years coming in every week spending about 50 bucks a week in comics, and he never remembered my name, which is crazy.
Tanner Larsson 14:42
Which doesn’t make you feel very good. Right?
Brad Owens 14:44
It doesn’t make you feel good at all. And it’s like how can you not remember my name, even my friend was the same way and he’s kind of a local celebrity a little bit. He was a host with a local radio station, one of the top Atlanta stations, a DJ. He can’t remember his name. So I made it a point. And what happened is we had people that drive past his store to come to my store, because we offer that extra level of connection. And almost like family. Like a tribe, we had our own tribe.
Tanner Larsson 15:19
If you think about it guys, who doesn’t want to be remembered, or who doesn’t want to be made to feel special, Right? Like, if you think about yourself in your life, the place you go to the most like, you go to the same Starbucks every day. And the barista knows your name. Because you’re in there all the time, you feel a little bit more special, right? And you go to a restaurant and a server knows your name because you frequent there a lot. Or there’s an engine shop that I go to work on our cars all the time, I don’t go there very frequently. But when I walk in there, they’re like, Oh, hey, Tanner, and like, yeah, I am, I feel good. And then they usually remember some little tidbit about me or whatever. And it’s good. But that’s just one little thing that you can transfer over into your brand. But, Brad, let’s get some a little bit more tactical with people. So what are some questions that they can ask to dig deeper into this and knowing what they’re for as an owner, so they can do what they’re for, for the customer as well?
Brad Owens 16:14
Yeah. Okay. I’ve got three questions that I like to ask. The first one is your why. And I actually did a video on our YouTube channel about a month ago about really asking your why, and your Why’s your purpose like why are you even doing e-commerce, to begin with? You know, what, what’s your purpose? Are you doing it just as a side hustle? Are you doing it to save money for a vacation? Are you doing it to pay off your debt? Are you doing it to spend more time with the family? Are you doing it for a purpose, like donating to homeless veterans, or planting a tree for every product sold? So once you know your why, that’s your purpose. And that’s something that you incorporate into your UVP your unique value proposition which we’ve done a lot of content about your UVP’s. But that is the heart and soul of your business. Your backbone is really your purpose and your why. So once you know that you get clarity on that, then you want to know what do you want to be known for? Like, what’s gonna set you apart from your competitors? Again, that’s all about your UVP. What do you want to be known for? And you can look at other stores in retail or restaurants, you wouldn’t be known as being like a burger king? Or do you want to be known for being a chick fil a, if they have two vastly different customer experiences when you walk in? And then the third question is after you know, what you want to be known for, what are you known for? And that’s where you can ask in like, on your Facebook page, you can do surveys, like surveys on your thank you page or email survey, like a post-purchase survey, find out what you want to be known for? What are you known for, and then bridge the gap between the two.
Tanner Larsson 18:13
Gotcha. So that takes you into figuring out like, where you’re at? And then how do we take that to the customer? What do we need to do about the customer to become for the customer once we have information?
Brad Owens 18:27
Tanner Larsson 18:30
Gotcha. Cool. So what are some stores, like some examples that you can share that will actually kind of bring this to light from and go, oh, I get it. I see what they’re doing.
Brad Owens 18:40
Yeah, one that probably everyone would say because he wrote another amazing book about this, very similar as Zappos with Tony to say Delivering Happiness is really kind of the same thing. And Zappos is all about the customer experience. And that’s how he was different. I mean, he sold shoes. Initially, I think they were just shoes.
Tanner Larsson 19:06
Just the shoe. Yeah,
Brad Owens 19:07
Yeah. But they had the no risk returns and things like that. And they were just 100% customer centric. And they really grew, I think mostly over word of mouth. The same thing now. It’s happening with Stitch Fix. Stitch Fix is a huge company. They’re a billion-dollar company. I think they’re the biggest subscription business right now or subscription model.
Tanner Larsson 19:34
They’re a clothing subscription business, guys if you’re not familiar with Stitch Fix, and they do all different categories. It used to be just women but now it’s expanded and they’ve got maternity they’ve got different things. It’s a pretty cool model that obviously takes a lot of capital to produce but yeah, definitely talk about that one cuz they’re doing some cool stuff.
Brad Owens 19:53
Yeah, a lot of capital. But what they do is they’re your personal stylist. They’re your personal shopper. And you basically do a quiz. You tell them what your interests are, what you like to wear and your body dimensions, things like that come to your style. And they’re like your personal stylist, and once a month, they send you a box of clothing for an outfit. And it could be pants or a shirt, it could be shoes, it could be a purse, you list what you’re interested in. They send it to you blind. And everyone that I know that does it loves it. And they say, these are things that I would not buy for myself at the store, but I love.
Tanner Larsson 20:41
And they also do it that if you don’t want it, you keep what you want out of the box, right?
Brad Owens 20:46
Yeah, exactly. You only keep what you want, you only pay for what you want. And they send you a prepaid mailer to return everything else. And everything about is just totally for the customer. It’s a great experience. I never heard one bad thing.
Tanner Larsson 21:02
Yeah. And if you think about subscription boxes, guys, otherwise. There’s another one called Watch Gang out there, where you basically select your styles of watches that you like, and every month they send you a watch, but you get what you get. You can make some selections about the style, like, I like leather or synthetic straps, or I like metal bands, or I like analog or digital and stuff like that. And they try to do that for you. But what if you get a watch that you don’t like you paid for it that month, you’re stuck with it, there’s no oh, swap it out or whatever they do have like a thing where you can swap with other members. But it doesn’t make it easy for you. Whereas Stitch Fix, it’s like, hey, here’s the box of stuff. We know you’re probably not going to love everything. So why don’t you just pick and choose what you want? And we’ll send the rest back. I know my wife loved that she used the maternity Stitch Fix when she was pregnant. I guess we were pregnant. I didn’t technically get pregnant, but I was joining her in the pregnancy. But she loved it, you know she’d get stuff all the time maternity clothes that she wouldn’t have ever bought. But she’d, Oh, this is great, I don’t like that or that’s that and send it back. And sometimes we send everything back. And sometimes we sent nothing back. But it was a great experience. And when you do send it back. They’re not hassling you, if the tag got ripped off, or whatever, they don’t really freak out on you. Like they tell you how it needs to be returned. But again, they’re taking care of you.
Brad Owens 22:23
Yep, and what they do is they eliminate all the risk, or as much risk as they can to the customer. They eliminate it. And that’s huge, especially with mystery subscription boxes. That is huge. But even without that, I mean, if you can eliminate as much risk as you can, you’re gonna win. And just buying online for a lot of people, It’s risky, especially with so many scammers out there.
Tanner Larsson 22:52
And that’s a great point. But if you think about guys, the online space right now, as we’re recording this, we’re technically I guess, going into another round of big COVID scare and everything like that, which the original one push people online because they couldn’t go to stores, pre-COVID, it was only about 10 to 12% of the population shopped online. Currently, they’re predicting that it’s somewhere around 30 to 35%. And they’re predicting that to jump again, in the near future. So a good 60 plus percent of your audience that’s shopping now online are not savvy, comfortable internet shoppers, they’re somewhat new to it. It’s not their natural mode of shopping. So they’ve got a lot of those inhibitions and things that are holding them back. Or scaring them or whatever. And it’s your job to overcome that. And that’s a lot of what we talk about with revenue optimization is streamlining that buyers journey making it easy for them. But that’s only one step of the process. Brad is talking about taking the streamlining and then to a whole another level with actually showing that you care and becoming a customer centric company that just like when someone sees it, they’re just like, Oh my gosh, these guys are for me.
Brad Owens 24:11
Yeah, exactly. And that’s it. That’s just really increasing the trust factor. And that’s something that as a revenue optimization expert, we see a lot of things that can hurt trust, you want to have as much trust as you can. And again, a lot of that is just being for your customer, not all not always just being about you, but being for them. And that could be having a lot of user-generated content, having a lot of reviews and testimonials and that’s really huge, even if you have reviews. It’s really important if you’re your own brand to have additional trust factors. Because right out of the gate, they may not even trust your reviews. So user-generated content, testimonials, user videos, things like that is really important.
Tanner Larsson 25:03
Demonstration stuff like that.
Brad Owens 25:09
It’s really important for establishing that trust.
Tanner Larsson 25:12
I was gonna say a simple example of that guys in the clothing or apparel space, especially with women, like you have girls showing off their leg, selling leggings, and they’re not showing them off, but they’re the modeling the leggings on the product page. And the girls are looking at that. And they see user-generated content, and they see that reviews, but they’re looking at the model. And they’re like, okay, leggings are weird, they run small, they run large, what have they run? And then something as simple as adding the model detail, the model is five foot four busts, waist is this, hips are this. And they’re like, oh, okay, so she’s an inch taller than I am. And she’s wearing a small. That’s one simple way of just sharing information that is valuable to the customer. And most stores don’t do it. They don’t take that extra step. But that’s caring enough about your customer to say, hey, when I shop, I always wonder, is that person the same size as me? Are they bigger than me? Or what size are they wearing? Because she looks like she’s the same size as me. Right? So there are lots of little things you can do, we’re not talking about necessarily a complete remake of your brand. It’s just looking at areas where are we focused about our on ourselves versus focused on the customer? And what can we do to shift that focus to make it more customer centric, more for the customer, and not about us?
Brad Owens 26:35
Right. And another thing too is responding to negative feedback, or negative reviews. A lot of people just delete or hide them. Which is not good, because that’s a trust factor. If you only see five-star reviews, because you’re going to have people, for whatever reason will leave a bad review. But if when you get them, you need to leave them and you need to need to respond to them. And again, you need to respond to them in an empathetic way, where you’re resolving the= situation.
Tanner Larsson 27:07
Yeah, and not just as to help that one customer, that’s future content that your prospective customers are going to see. Think about when you go to Amazon, right? You sort and you read the bad reviews first, to see if when you read the bad review, can I live with what they say bad about the product? Like s that is that a deal-breaker for me? And then I also want to see his hey, does the customer respond? Or does the company respond? And how do they handle it? Because people know things are gonna happen. They know you’re not perfect, they’re not expecting you to be perfect. They just want to know that you’re gonna take care of them. If something happens.
Brad Owens 27:41
yeah, exactly. Where you can always respond with sarcasm.
Tanner Larsson 27:46
100%. Yeah, that would probably be my default response, but probably not the best way to handle it. That’s why I’m not allowed to do customer service for us because I will completely destroy that. And that’s another area of your business that needs to be very customer focused, there’s a lot of customers, we’ve all dealt with customer support, where we just feel like we don’t matter or that it’s never gonna get resolved or that they don’t care at all. It’s very corporate and just impersonal. And that’s not what you want. You want your customer service to be just 100%. How do I help you? How do I make you feel better? How do I take care of this? And that’s where you also need to probably build in some leeway. If you’re going to be for the customer. There’s going to be extenuating circumstances where maybe your return policy is 30 days, but stay 33 whatever. So if you think about it, everybody wants to be the exception. Nobody doesn’t feel special when they are made the exception. So if you are able to do that for people and like say, you know what, we’re not supposed to do that. But we’ll take care of you this time. No worries, I’ll make an exception. They’re like, Oh, thank goodness, thank you so much. And then they want to go back and buy from you again because you just gave them a great experience.
Brad Owens 29:01
Yeah, exactly. If you go over and beyond or beyond and whatever.
Tanner Larsson 29:07
Above and beyond.
Brad Owens 29:09
You know what I’m trying to say. But if you do that, that’s how you get raving fans, they’re gonna come back and they’ll also tell other people about their experience. Now, if you have bad service, they’re also going to tell people about it.
Tanner Larsson 29:24
Absolutely, yeah, they’re probably more likely just talk crap than they are to talk good.
Brad Owens 29:28
Tanner Larsson 29:30
So okay, obviously, we believe this, we talked about it, people are understanding it. Because obviously as a store owner, we want to make more money, make more conversions. How is this gonna help me?
Brad Owens 29:42
It’s gonna add the trust factor. You’re gonna really improve your trust. The other thing is, once you’re for your customer, and hopefully, you know who your avatar is. You’re really speaking to your avatar. You’re speaking in their language. And that’s going to help out, you’re going to increase your lifetime value for your customer. But the main thing is, this can really be where you laser focuses on your UVP. Like we talked about your main image banner when they land on your page, and they need to instantly know what your site’s about and who you are, and why they should care what makes you different from everyone else. This is where you can really nail down your UVP.
Tanner Larsson 30:30
Absolutely, and a UVP, there’s a lot of UVP’s out there that are a company focused, you need UVP’s that are customer focused, it’s not about you even though you may have like in house designs or whatever, that doesn’t speak to the customer. But how can you take that same UVP and make it customer focused? If you have a simple one. That’s not personal, but it works, it could be hassle-free returns. That’s something that people like, oh, cool, or, like people say USA owned operated or something like that, that’s a company UVP. And that still can be a good one to leverage. But again, if that’s your only UVP, you’re not speaking to the customer, the only thing you’re doing is getting people who want to buy America First, which is fine, but you’re not speaking to the UVP, that speaks to them. We also use your UVP’s on the product page underneath the Add to Cart button. And sometimes those are product specific, but they need to be product specific in a way that they actually speak to the person. So like, if you’re selling baby products, okay, a UVP that’s very powerful to mothers and families is knowing that the product is BPA free. So BPA free, it is a value to the customer safe for your baby. A dishwasher safe is important too. But again, what does a person care about? But if you’re just saying something like ships from the USA. That’s kind of important. But if you’re using that in replacement of something more powerful to the customer, it’s not going to help you.
Brad Owens 32:17
Right, exactly. And it’s all about solving your customer’s problems. Yeah. And that’s really the key.
Tanner Larsson 32:25
So we’ve already kind of covered all the stuff that I wanted to really dig into on that as an overview. But guys, I want to talk a little bit more about the book for a second. We don’t get anything for pitching this or saying this. It just happened to be a really good book that we all like and recommend it to you. So what’s the book called again?
Brad Owens 32:44
Okay, it’s called Know What You’re For: A Growth Strategy For Work An Even Better Strategy For Life. And it’s by Jeff Henderson. It’s a little book as you can see it.
Tanner Larsson 32:54
Yep, we can see it.
Brad Owens 32:55
Tanner Larsson 32:57
Yeah, it’s a great book, easy to read, I mean, it is thick but it’s a fast read, it’s not something you’re going to spend a lot of time on. And he gives really good examples in there. And it’s really just an engaging read. And as Brad said, he had a lot of Aha’s, I did as well. Let’s just wrap up with, why don’t you talk a little bit more about kind of what you dug out of the book, a couple of highlights of it that you loved.
Brad Owens 33:23
Yeah, I mean, the highlights really asking those questions. I kind of added the why and the purpose. But asking what do you want to be known for? And what are you known for? Because a lot of times, you may not know, what your perception is out in the marketplace?
Tanner Larsson 33:42
We’re known for this, but then you ask your customers, and it’s a completely different story.
Brad Owens 33:46
Completely different. And so that’s where you need to adjust and another thing is really engaging with your customers. He made a point that, if you know about customer’s birthdays, things like that, you need to wish them a happy birthday on Facebook, or Instagram, or whatever. I mean, I see so many pages, where they have these posts with all these comments. And it’s rare for the brand to actually be responding to these comments. Unless it’s like a problem or something like that. But you need to engage with because at the end of the day people buy from people that they like, they like to buy from people that they like.
Tanner Larsson 34:32
And people who know that you care first, right?
Brad Owens 34:35
Yeah. Yeah, exactly.
Tanner Larsson 34:37
And that’s actually a good point. And it’s a little side note, guys. So in our Ecom Insider program, where we have all of our store owners that basically follow what we show them on how to grow their stores, and it’s a really cool community and we talk a lot and we were all on a call and Devin, one of our members, he’s been on the podcast. He’s one of our seven and eight-figure award winners and they are in the jewelry’s space. He was talking about how one of the things that separate him from his competitors and stuff as he sees is that they go in and they respond to every comment on every Facebook ad. So not only does that help them in Facebook’s eyes by being more engaged and stuff like that, but it basically all those comments serve as like UGC, user-generated content. So when people see the ad, and they’re scrolling through it, it’s almost like a mini sales page or a mini lander, before they even get there. And it’s just showing it man is companies responsive, they’re answering questions or giving advice, they’re doing all this stuff in the comments. Now, think about it, chances are, you don’t engage with the comments on your Facebook ads. And that’s just one thing or all the comments on your Instagram posts or things like that. But that’s one thing that they do. And they’re a very successful eight-figure brand because of it, and none of his competitors do it. And that’s another reason why they’re successful. And it’s a perfect example, I should say, of being customer-centric being for your customer, versus just being that company, we’re just running ads. We don’t have time to do that. Just buy our product, and then we’ll help you.
Brad Owens 36:02
Yep. Or even following people back. I mean, so many brands do not do that. And that is so simple. It’s just a click, just follow them back. And that person will like that. They’ll be like, Oh, cool. They’re following me. That makes an impression, they’ll remember that.
Tanner Larsson 36:20
They might check it out.
Brad Owens 36:23
Tanner Larsson 36:23
And that’s super easy. And a lot of companies like, oh, I can’t follow people, I only follow brands. But no, it has nothing to do with that, why not follow your best customers and all your customers and everybody who interacts, because that’s just one more little bit of reach you’re getting. I mean, let’s say you’re a fan of, Contigo, the drink company that does make big these months. And you’re doing something and then you get a notification that Contigo followed you. Oh, that’s cool. Like you feel good about it, right? And then Top of Mind refreshed it now we’re just a little bit more in tune with a tiny bit deeper of a relationship. And that’s all it takes. It doesn’t take a ton of stuff. It’s just little things that make yourself more attractive and demonstrating that you care to the customer.
Brad Owens 37:14
Exactly. Not rocket science.
Tanner Larsson 37:18
No, not at all. So definitely get the book Know What You’re For, Jeff Henderson. Great little book. Again, we’re not affiliates, where we don’t get anything for saying that. But it’s definitely worth a read. And then don’t just read it, though. Read it with the intention of going, Okay, where are we falling short of this in our company, because right now, in today’s advertising environment in ecom, you got to do more than what you did before. So every little edge that you can get into your business is going to help you be able to liquidate that more expensive traffic, be able to get your company profitable and keep it profitable, while things are changing. So super, super important topic. I know it may not be as sexy, even the last time Brad and I talked on here, you’re sharing all kinds of cool strategies and tactical stuff. It’s not all about that. That’s just one thing then this is an overarching piece that can add a very powerful layer of success and just awareness to your business. Awesome. Well, Brad, this was great, appreciate it. Guys, what I need you to do right now is go to BuildGrowScale.com forward slash podcast, you can get the show notes. If you are on audio like Stitcher or iTunes or whatever, click the subscribe button there. And if you’re over on YouTube, make sure you click the Subscribe and Like button over on YouTube and the notification button so you actually get notified. Now, this is a video podcast as well as the audio. So sometimes we’re sharing screens or whatever like that. So if you prefer a video podcast, you can watch it over there. If you need links, again, BuildGrowScale.com forward slash podcast. And there’s also the show notes there so you can get the summaries and all that kind of stuff. And again, if you do love it, leave us a review. Let us know, give us ideas for topics or anything that you’d like us to talk about more on the show because this show is for you. And with that, Brad, thank you so much for joining us, and guys, we will see you in the next episode.
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Ecommerce Store Audit
Want us to do an Audit on your e-commerce store and show you how you can make some quick changes that will dramatically increase sales and profits without increasing your traffic?