The Biggest Mistake That Many Creators Make (And How To Avoid It)
No, your creations don’t speak for themselves.
Cover photo by CHUTTERSNAP on Unsplash.
You may assume that your creations speak for themselves. They are innovative, original, and unique, after all. You spent months or years refining your technique and developing a product that your customers love. Still, it feels like something is missing.
Unfortunately, sometimes customers are not able to realize on their own how great or life-changing your products are. In fact, it’s our job to show them. Let’s think about it for a second. As customers, we are constantly surrounded by products and promotions. We may even feel overwhelmed sometimes. Grasping every single detail is exhausting and unlikely.
I find a common challenge among founders and designers, especially when they know their products well: they take their extraordinary features for granted and assume that other people will understand them too. Instead, framing an offering and providing context for any product is vital. Plus, presenting your creations in a compelling and relevant way can also support you in selling at full price (instead of discounting)!
For example, let’s say you designed a hooded cape. Most of your customers will not realize that the hood can hold a hat, scarf, and gloves when they don’t wear them, thanks to the design and particular structure of the hood. Clearly communicating that valuable feature is crucial, and you can do so effectively by using images and copywriting.
Actionable tip:
Focus on your value proposition and the benefits for your customers. Try to see things from their perspective.
What do they need to know about your brand and products?
Keeping your customer’s benefits in mind is always a great starting point for your marketing and communication activities. I explore this topic also in this post: 3 ideas to present your offer in a relevant, appealing and compelling way.
Don’t make this mistake. Instead, consciously choose to express your vision and present your offering clearly. Over time, your business will benefit significantly from this approach!
Francesca – Armonica Studio
Francesca is the creator of Armonica Studio, a marketing consultancy focusing on strategy and communication. She is a Brand Strategist, a Communication Consultant, and the creator of The Armonica Blog: Marketing Insights And Actionable Tips For Creators And Makers. She currently lives in Berlin, Germany.
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