Aug 25, 2014
"If I had asked my customers what they wanted they would have said a faster horse." – Henry Ford
Henry Ford had a very good point. Many times customers think they know what they want, but it takes the innovator to give them they actually want. Like Ford, Apple’s Steve Jobs created fervent demand for products people hadn’t even known were possible. He had said, “It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.”
The point is this: Listen to your customers, but don’t let them have the last word. Over-listening can kill incredible ideas. Sometimes, you have to lead your customer down the path that you know is right for them.
Direct mail can help.
Enlightening your customers through direct mail
Mail gives you an opportunity to reach your customers in the safety and privacy of their home. They can see your mailer, touch it, hang it on their refrigerator, whatever. You deliver the message you want to deliver and steer them in the direction you want them to go but they take it from there. Through direct mail, your brand becomes recognizable and trustworthy, and that makes it easier to convince customers and prospects that you know what’s best. (Rarely did anyone question whether that new gadget of Apple’s would actually have a market.)
Using direct mail you can give your customers what they want while still honoring what you know is best. Direct mail also allows you an opportunity to listen to your customers via reply mail. For example, if you want to know how you are doing you can send your customers a 4.25” x 6” reply postcard that includes a survey that they can send back. You can use their comments as a way to better your products and services to keep your customers are satisfied. When you give your customers an opportunity to share their input, it makes them feel like you care and gives them a sense of control over their experience. It’s a great way to continue to build a healthy relationship with your audience.