One of the things that you hear from business owners is that they want to go viral, or be super popular, but let’s face it, there are some businesses that just aren’t naturally built to be celebrated as some are. Even a business that has difficult and boring days like a vet who has to put pets to sleep or give them shots will see at least one cute animal they can share with their community each day and week to include in their marketing. But what about the businesses that don’t really have the greatest built-in marketing opportunities?
The first thing I would say is that the business is as boring as you make it out to be. Second, even if you do have one of the most boring businesses in the world, it doesn’t mean that you should treat your customers poorly, not be passionate about your offerings, or be lazy and inconsiderate about the experience you offer. Regardless whether your business is the most exciting or the most boring in the world, you are offering something that is of value, something that people need, and you should be proud of that.
One example of a boring industry is the home/car insurance industry. It’s really not that interesting, few of us deal with them other than to pay a bill. And for those of us that deal with them it’s not really interesting or exciting to talk about your house being robbed or being in a serious car accident. Those are moments we would rather forget. But as we’ve seen through the many Farmers Insurance commercials, there are some crazy stories that go along with insurance claims, and they’re true! While the crazy is, I’m sure, a very small percentage of the claims they deal with, they’ve brought those stories to the forefront to illustrate that if they can deal with the crazy they can surely handle the boring.
No, it’s not always the right choice to find the crazy to highlight, but there is always an emotion that you can speak to with your customers, and there are almost always stories you can share to show the community that you support ranging from the heart-wrenching to the sweet. Don’t worry about going viral or being the most interesting business in the world, focus on helping your customers feel recognized, that you understand the different situations they’re dealing with and showing them that you can help make their day even just a little better.
What are your tips for navigating the boring parts of business?