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To connect with people, understand yourself. In today's world, understanding and connecting with your customers is more crucial than ever. It's about grasping the transformation in consumer behavior driven by technology.
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Here’s the real deal: To truly connect with consumers, businesses need to address their fears head-on.

Why? Because purchasing habits have shifted dramatically. Customers now dive deep into research before they even consider buying. They’re scrolling through reviews, devouring content, and watching how-to videos. They’re practically experts by the time they reach out to a company. A decade ago, customers made up to 40% of their buying decisions before contacting a company. Now, it’s a whopping 70%.

Take buying a website, for example. By the time potential buyers reach out to you, they’re pretty much decided on whether they want a website They’re not looking to be sold on the idea; they’re looking to have their fears addressed.

And fear is a big deal in buying decisions. It’s about the anxiety of making a wrong purchase, of spending hard-earned cash on something that might not fit or might come with hidden costs. What if the website doesn’t sell? What if its ugly? What if it breaks?

Your job as a business is to address these fears before the customer even picks up the phone. This might seem counterintuitive to old-school marketing, but it’s essential in today’s transparent, information-rich world. If you’re not upfront, customers will sense it, and that’s bad for business.

That’s the essence of the “Keep them asking”’ philosophy. It’s about embracing transparency, building trust, and ultimately, boosting sales. Let’s dive into how you can apply this approach to win over customers and drive long-term success.

Navigating a maze:

Navigating the online content maze can be tricky, but understanding a few key factors can turn it into a golden opportunity for any company.

Picture this: Your laptop’s on its last leg. Freezing screen, sticky keys, the works. Like most savvy consumers today, you hit the web, comparing and contrasting until you find the perfect fit. But what influenced that decision? It boils down to four critical factors every company should focus on in their online content.

First up, let’s talk price. In the hunt for a new laptop, if a site’s playing hide-and-seek with their prices, you’re hitting the back button, right? Price transparency is non-negotiable. It’s the first checkpoint.

Next, it’s all about honesty regarding the pros and cons of the product. Take our experience with fiverr website designers. We wrote an article highlighting the downsides of fiverr. Counterintuitive? Maybe. But it brought in over $200,000 in sales. Why? Because it built trust. Customers knew we weren’t hiding anything.

Then there’s comparison. It might feel risky, but openly comparing your product with competitors can work wonders. A statement like, “Our product might not be the best fit for you,” speaks volumes about your integrity. It shows you’re in the game for the right reasons.

Lastly, reviews. And again, honesty is key. Being upfront about what customers would find elsewhere builds trust. We once wrote an article objectively reviewing competitors’ products, even tipping our hat to them in some areas. This move didn’t just drive traffic to our site; it converted readers into customers impressed by our frankness.

So, there you have it. Price transparency, honest pros and cons, open comparison, and genuine reviews. Nail these, and you’re not just selling a product; you’re building a relationship based on trust and integrity. That’s how you win in the digital world.

The Power of Listening

Let’s talk about listening – or rather, the lack of it – in the business world. Remember Blockbuster? It was the king of movie rentals until it wasn’t. The game-changer? Netflix, with its DVD mail-order service, understanding what customers wanted before they even asked for it.

Blockbuster, stuck in its old ways, failed to adapt. It’s a classic case of a company not listening to its most crucial stakeholders: the customers.

Here’s the thing: Many companies get their listening priorities all wrong. They’re tuned into the wrong channels. Top of the list? The competition. Next up, the wrong kind of customers. And, unfortunately, actual customers often come in last.

Obsessing over competitors can send a company spiraling into a reactive mode, where they lose sight of what their customers really need. Instead of focusing on providing value and transparency, they get caught up in a game of corporate espionage, trying to outdo the competition without really understanding the customer’s evolving needs.

Then there’s the fixation on the wrong customer base. Some companies spend inordinate amounts of time trying to win over customers who just aren’t the right fit for their product. This leads to misrepresenting what they’re selling, be it hiding real prices or downplaying cons. The result? A ton of unhappy customers and a whole lot of wasted effort.

Faithful customers often become an afterthought. Companies like Blockbuster miss out on crucial shifts in customer behavior and preferences. By the time they realize what’s happening, it’s often too late, and loyal customers have moved on.

Successful companies know the score. The customer’s voice should be the loudest in the room. Who’s buying your products, paying your bills, keeping the lights on? It’s not the competition or mismatched customers. It’s those loyal customers who believe in what you’re offering. Listening to them is not just good practice; it’s essential for survival in a fast-paced, ever-changing business landscape.

Keep People Informed: 

In the realm of business, trust is your currency, and informed customers are your best investment. It’s a simple formula: transparency plus good service equals a reputation for quality and integrity. This approach benefits everyone in the long run.

Here’s the heart of it: Make sure your customers know exactly if they’re a good fit for what you’re offering.

At Rose & Crown, we embraced this principle through something we called acknowledgment selling. It’s a straightforward concept with powerful results.

Here’s how it works. We loaded our website with detailed content – videos, documents, you name it – outlining every pro and con of digital agencies. We covered every question under the sun about website design and seo with clear, educational content.

Before meeting with our sales team, we ask potential customers to dive into this content. This step is crucial. It helps customers figure out if a new website is right for them, and it helps us identify who’s a serious buyer.

We even turn away appointments if customers haven’t checked out our content. Why? Because investing time in understanding our product shows commitment. It’s a sign they’re serious about their purchase.

Let me share a story that illustrates this perfectly. One night, we noticed a user, let’s call him Mr. Bean, who had read 86 pages on our site – before even talking to our sales team. The next day, I gave him a call. No need for the usual pitch; he was already informed.

When I showed up to the demo, Mr. Bean, was ready with a list detailing what he wanted in his website Within 15 minutes, the deal was done, a $8,000 deposit secured, and the meeting was over. 

That’s the power of giving your customers the right information upfront. It makes the process smoother for both parties, saving time and building a relationship based on trust and understanding. In the end, everyone wins when customers are well-informed.

Educating is the key to keep them asking: 


Education in marketing is a game-changer, and it goes way beyond just promoting your products. It’s about answering the questions your customers are already asking Google. Be it “What’s the best vitamin supplement?” or “How to fix a roof leak?” – these queries are open doors for businesses.

Here’s the crux: Education is the heartbeat of our philosophy.

Consider a company like “HomeFix,” a fictional home improvement and repair business. When they noticed a surge in online searches like, “How to fix common home repairs,” they saw an opportunity.

HomeFix was operating in a market crowded with misinformation and scattered advice. They stepped in to fill the gap by becoming the authoritative source on home repairs. They churned out detailed, easy-to-understand guides covering everything from simple fixes to complex renovations.

Their approach? Top-notch articles that climbed Google rankings and, more importantly, translated into customer trust and sales. People weren’t just reading these articles; they were using HomeFix’s services because the company had proven its expertise.

But HomeFix took it a step further. They started offering free DIY workshops and webinars. They kept their branding minimal during these sessions, focusing on imparting practical skills. Their logo was there, but it was secondary to the value they were providing.

This strategy built immense trust. HomeFix wasn’t just another home improvement store; they became a go-to resource for homeowners. By prioritizing education and genuine help over overt marketing, they established themselves as industry leaders.

That’s the power of education in marketing. It’s not just about answering questions. It’s about building trust, becoming a reliable resource, and ultimately, positioning your company as the industry authority. When you educate, you’re not just selling – you’re creating lasting relationships based on trust and expertise.

VIDEO. VIDEO. VIDEO: 


In today’s digital era, videos have become more than just a source of entertainment; they’re a crucial tool in the marketing toolkit. From watching adorable cat videos to learning how to fold clothes perfectly, video content has become a staple in our daily lives.

When it comes to online shopping, videos are king. Seeing a product in action or getting a service explained through a video makes a world of difference.

Here’s the bottom line: Video is an increasingly vital marketing tool.

Cisco predicts that by 2022, video will make up 22 percent of all consumer internet traffic. This projection is a clear indicator for companies to start embracing video content as a central component of their marketing strategies.

Why video? Because transparency is what 21st-century consumers crave. Videos offer a dynamic way to showcase a product’s features and usability, much like those popular unboxing videos or consumer reviews on YouTube.

It’s crucial for companies to create their video content in-house. This approach ensures that the company’s ethos is embedded in every piece of content. It also personalizes the brand by featuring actual staff members, making the company more relatable and trustworthy.

Moreover, video content can streamline the sales process. Well-informed customers, having seen products in action, feel more confident in their purchasing decisions. Videos can effectively convey product details and alleviate customer concerns, leading to more assured buying choices.

Beyond marketing, videos can be a massive time-saver for a company. Considering that a significant portion of customer inquiries are repetitive, creating videos that address these common questions can free up valuable time for staff to focus on more complex or unique customer needs.

In essence, incorporating video into your marketing strategy is not just a trend; it’s a forward-thinking move. It saves time, builds trust, and aligns perfectly with the modern consumer’s preference for engaging, transparent, and informative content.

Conversational Marketing is crucial

 In the fast-paced world we live in, the way we communicate has dramatically shifted. Gone are the days of lengthy letter-writing or even formal emails for most day-to-day interactions. Now, it’s all about quick, real-time communication through instant messaging apps like WhatsApp or Facebook Messenger. This shift isn’t just personal; it’s reshaping how customers expect to interact with businesses.

Here’s the key: Conversational marketing is becoming a linchpin for successful businesses.

Customers today want instant interaction with companies. They’re tweeting, using online chat, looking for immediate responses to their questions, complaints, or praises. It’s all about making the buying experience as smooth as possible. In a world where customers hold all the power in the buying process, businesses that streamline purchasing will come out on top.

Conversational marketing is the tool to make this happen. It’s about being always available, whether through a chatbot or a real person. The crucial part is that customers can reach out and get immediate responses – not next day, not in a few hours, but right there and then.

This shift calls for a change in business communication. Instead of crafting perfect emails, responses need to be quick, conversational, more human – much like how we chat on instant messaging apps. Customers aren’t looking for perfectly composed emails; they want prompt replies, even if they’re informal. The priority is making customers feel heard and valued. Their experience with your company can make or break your success.

Summary: 

In summary, conversational marketing isn’t just a trend; it’s a fundamental shift in customer engagement. By embracing this approach, businesses and companies can build stronger relationships with their customers, leading to lasting success in an ever-evolving market.

The landscape of consumer behavior is undergoing a seismic shift. Today’s customers are more informed than ever, armed with a wealth of knowledge about products and services before they even interact with a brand. They’re not just looking for products; they’re seeking faster, more efficient solutions that align with their needs. In response, companies need to pivot to a customer-centric approach, embodied in these methods. This mindset is all about educating your customers, not just selling to them.

Here’s the essence: Transparency, education, and convenience are the pillars of modern customer engagement. By providing clear, informative content, you’re not just answering questions; you’re building trust. Every piece of content should be a step towards making the buyer’s journey smoother and more intuitive.

Actionable advice? Remember, in the digital world, quality trumps quantity. The internet is a vast archive, and what you put out there stays there. So, focus on crafting content that stands the test of time – informative, engaging, and valuable. A well-thought-out, quality post will continue to attract and inspire long after it’s published, while mediocre content quickly fades into obscurity or worse, becomes a liability.

Take the time to get it right. Quality content is a reflection of your brand’s values and commitment to your audience. In a world where consumers are constantly bombarded with information, be the voice that provides clarity, not just noise. Prioritize creating content that educates, engages, and endures. That’s how you build a lasting, positive online presence.

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Rose & Crown is a boutique marketing team based in Santa Barbara, CA offering all-inclusive, strategic marketing solutions with an emphasis on branding and design. Delivering results you’d expect from a large corporate agency with the playfulness and persona touch of a tight knit team.

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