For some reason, and it’s kind of weird, I’m thinking about the time I wrote the story called How to focus on writing when your cat is peeing on the kitchen table. Writing it was a lesson about how much I actually get done when I’m in the right mood and I’m concentrating on doing one thing at a time. I really enjoy personal development, productivity and time management, and I’ve been adding some personal experiences on self-development in my newsletter as well. The reason it’s kind of weird that I’ve been thinking about that specific post, is that all weekend I’ve been focusing on one thing, and that’s buying a printer. I just can’t seem to find the right printer for my office.
Don’t stop reading just yet. My whining about how hard it is to buy a printer can be a powerful marketing lesson. I promise.
There are two things we need to consider when we’re marketing anything.
Too many options
I remember when I almost didn’t have any options at all. We had 2 TV channels. A few computer games. We had three types of breakfast serials, and we didn’t even have cheerios. Life was easy. Life was fairly boring, but it was a lot easier. Right now, as I’m writing this, I feel like I’m 100 years old. The thing is, I don’t want few options, but we need to understand that when there are so many options, people get confused. We, as consumers, want it to be easy to find the products we’re looking for.
I am buying a printer. I know that I am buying a printer, and I know exactly where I am going to use it. I can buy it right now. But the thing is, there are hundreds of printers. And I have been looking in five different stores, and I have been reading reviews, and I’ve been comparing the prices and I’m still stuck. The reason I can’t decide is not just that there are so many different printers, it’s because I don’t know what I’m going to use it for. A printer is not just a printer anymore.
- Should I buy ink or laser?
- Should I buy black and white, or color?
- Should I buy one with WiFi or not?
- Should I buy an all-in-one printer?
Know your customers
I have been looking at the various printers, and like I said, I am not sure what I need. I am crossing my fingers and hoping that someone will tell me what I need. I don’t need to read the following descriptions:
- Prints up to 27ppm
- Up to 2400 x 600 dpi resolution
- Automatic duplex printing
- 32 MB memory
- PCL6 emulation
I don’t understand. And I don’t think that I need to understand the technical details.
I just want a person (or a business) I know and trust to tell me exactly what I need to buy for a small office, as a solo entrepreneur. I believe that if you create an easy to use solution for people in various categories, you’ll end up with more customers.
Create the main categories of your customers, add the perfect solution of your products for each category. It makes things so much easier, and in a world with so many options and so much information, we need the easy fix.
And I need a printer…