Do your customers really know what they want?

It’s a commonly quoted marketing myth that customers know what they want. The copywriting extension is that we just need to write about what customers say they want.

We’re sure you’ve heard this quote before:

“If I had asked people what they wanted, they would have said faster horses.” – Henry Ford

While Henry Ford’s quote is a bit blithe, there’s definitely some truth to it. People don’t always say what they really want. In fact, they might not even be able to articulate (or imagine) what they want.

Our goal as content creators is to look below the surface level desires customers tell us, to get to the heart of their needs and wants.

They’ll say they want “affordable,” when they’re really craving value. They’ll claim they want “features,” when they’re actually buying feelings. They’ll tell you they want “fast,” when they need peace of mind.

We’re not saying don’t listen to your customers! Our team comes from a customer experience background, so we know how important it is! All we’re saying is, keep asking ‘why’ until you get to the core value proposition that is resonating with your best customers – and base your content on that.

We're always here to help you break through the noise with messaging that effectively connects. Book a discovery call or give us a call on 0410 355 656.