Steve O’Connor, Gm of Creative HQ business incubator
Last updated 10:56 13/12/2010
You must understand the customer’s needs and desires in order to communicate with your customers. You must identify what does well for them and what does not. It’s important to recognize who your customer is and it’s helpful to use their native language to describe things in their way of thinking. You should “match your product features with tangible benefits, and use examples relevant to the customer to help them understand how they can gain by using your product”. Most importantly communication must be straightforward and effective.