Does this sound familiar? You’re a service professional and/or a small business owner, and you don’t have a clue what to blog about or how to leverage what makes your service really fantastic.

Yet you WANT to market your business better – maybe in an email newsletter, a blog, or even a series of postcards mailed to prospects. But you can’t put your finger on why your clients love you in ways that are unique or specific.

I know plenty of businesspeople this applies to (come on, so do you…): hairdressers, veterinarians, health clubs, commercial printers, graphic designers, aestheticians, dog groomers, and on and on.

The answer’s right in front of you: ask your clients. Let them know you’re working on a marketing strategy or wanting to start a blog or an email newsletter to help you build your business. Ask them to share VERY SPECIFIC qualities that keep them loyal to you.

My hunch is that most of the time, customers love service providers because of things other than the products themselves. It’s not the haircut, the gym equipment, the printed brochures, the logo, the facial, or your dog’s latest bath.

It’s something in the way a customer’s treated. Or it’s something terrific about the experience when a customer does business with you. It builds up over time and leads to referrals and a situation of absolute loyalty. Don’t all of us business owners want that?

Even if you’re not a natural writer, you can get help from your customers. Seek their input on what makes your service spectacular. I know if you’re diligent about this and get enough customer feedback,

you’ll build a “book of content” that will help you create a blog or newsletter or direct mail campaign.

Here are 3 actual examples of what I’m talking about:

• a graphic designer gets my loyalty because she constantly doles out practical tips and tricks that save me time and effort;
• a health club has my membership because it has the best Zumba instructors in New England;
• a hair salon keeps my business because my hairdresser and I talk about movies, pop culture, dogs, and comedy every time I have an appointment.

See what I mean? It’s not the design. It’s not the dance studio. It’s not the haircut.

Why do your customers love you? Ask them. Don’t accept the obvious answers. Find the emotional connection. Document it. Keep adding to it. Pretty soon your blog or marketing newsletter will take shape before your eyes.