Customer-Centric Marketing: Are You Actually Doing It?

All this month, we've been talking about being more customer-centric in your marketing. We've talked about the power of communication that lies within marketing. We've discussed the need for placing your customers at the center of your messaging, of making them the hero and your company the guide.

But now it's time for the big test: are you actually customer-centric?

The very first place you need to be customer-centric is your website. We've said it before, and it can never be said too many times: your website is the most important piece of marketing you'll ever create.

So, in the continuing struggle for clear, compelling marketing, it's only right that you should first look at your website.

It's time to apply the litmus test.

The Test

Don't worry, this is actually pretty easy.

First, print out your site's homepage. For this, you'll need a printer. Remember those? It's OK if you don't see one attached to your computer. Check the office supply room.

Once you've got the printer plugged in - just what is a "serial port" anyway? - print out your homepage. If this takes too long, and if there's a notable increase in this month's paper budget, that should get you suspecting at least one thing: too many words on your homepage. (If your homepage really is too big, just print out enough to fill 2 or 3 sheets of paper.)

Next, break out the markers. Get two different colors. We've seen this done with red and yellow, but purple and green are also acceptable.

Now, the test itself. Read through the copy on your homepage. Every time you see language that talks about you and your company (words like "us," and "we," and "our") circle or highlight it with one color. Say, red.

Every time you see language that talks about your customers, circle or highlight it using the other color. Yellow, for example.

Once you've gone through the homepage - or at least as much as you could afford - start counting each bit of red and yellow. If you want, keep a running score on the whiteboard. (In fact, this is a great exercise for a whole team to work on.)

Add up the scores for red and yellow.

The Results

Which do you have more of on your homepage? Red or yellow? Company-centric language, or customer-centric language?

Is one winning by a big margin?

Is it company-centric language?

The litmus test is designed so you can visualize the language on your site, and visualize the message you're placing in front of customers. If examples of company-centric language are dominating - and your website isn't generating business like you want it to - it's time for a change.

Lantern specializes in clarifying marketing messages or reorienting copy and content so that the customer comes first. With a clear, customer-centric message, you will reach a bigger audience and generate more interest in your business.

If we can help, talk to us today.

Frequently Asked Questions

What does customer-centric marketing actually mean? Customer-centric marketing puts the customer's problem, goals, and transformation at the center of your messaging rather than your company's features or history. Instead of leading with "we have 20 years of experience," you lead with "you're tired of dealing with X, and here is how we fix it." The customer is the hero. Your company is the guide that helps them succeed.

How do I know if my website is customer-centric or company-centric? Try the red and yellow marker test described above. Count how many times your homepage uses "we," "our," and "us" versus "you" and "your." Most business websites are heavily weighted toward company-centric language, sometimes by a ratio of 3 to 1 or worse. If your homepage is mostly about you, a potential customer reads it and thinks, "so what does this mean for me?"

What is the easiest way to make my marketing more customer-centric? Rewrite your headlines. Most business headlines describe what the company does ("Custom Web Design for Small Businesses"). A customer-centric headline describes what the customer gets ("A Website That Turns Visitors Into Paying Customers"). That one change on your homepage can shift how visitors perceive your entire business.

Does customer-centric marketing actually increase sales? Consistently, yes. When customers feel understood rather than pitched to, they trust you faster and buy with less hesitation. One of our clients saw an 80% revenue increase after we clarified their messaging to focus on the customer's outcome rather than the company's credentials. The service did not change. The way they talked about it did.

How often should I review my website for customer-centric language? At minimum, once a year. More practically, any time you add new copy, write a new page, or update your homepage, run the red and yellow test on the new content. It only takes 10 minutes and keeps you honest about whether your website is working for your customers or for your ego.