Are You Zarfing Your Customers?
The question of the day: Are you Zarfing your customers?
Wait, what on earth is “Zarfing”?
So glad you asked!
Let’s start here…
Does the morning kick-start with your favorite coffee?
Ah! Your morning cup of Joe.
When you go through the drive-thru or walk into your favorite coffee shop, you are thrilled to get your cup of heaven.
Your favorite cup of coffee delivers that satisfying, friendly and familiar jolt of awesomeness!
However, one tiny negative about your delicious hot cup of coffee.
Well, it is hot!
Sometimes too hot that could burn your hand.
Yet, a high tech solution saves the day.
Ever notice that little piece of cardboard wrapped around your cup of coffee?
What an absolutely brilliant idea!
Don’t you wish that we would have thought of that one?
A simple piece of cardboard to protect your hand from 3rd degree burns.
Just think of the millions of pieces of cardboard wrapped around a coffee cup sold on daily basis.
That piece of brilliance was founded back in 1991, simply as a preventative from burning your hand as you drink your favorite cup of coffee.
According to the Smithsonian Magazine, Jay Sorenson invented the cardboard coffee cup cover in 1991
Therefore, another question for you…
Do you have any idea what the name of that actual product is?
What is that “Cardboard Thingy” Called?
According to the Cambridge Dictionary and Wikipedia, the “Cardboard thingy” around a cup of coffee is called a Zarf:
A zarf is something that helps you hold a hot cup without burning your fingers. Don’t leave the coffee shop without your zarf!
Let’s throw on our Google Search Hat on for a second.
Especially to help your customers and prospects.
If you were searching for that “cardboard thingy” on Google, what would you type?
Maybe something like, “Little piece of cardboard that prevents you from burning your hand”?
Especially since very few people are familiar with the term Zarf.
In addition, several other names represent this “cardboard thingy”.
When Jay Sorenson founded his hand-saver, he called it the “Java Jacket“.
Other possibilities of names that you might type include:
- Coffee Cup Sleeve
- Coffee Cup Cardboard Cover
- Coffee Cup Jacket
- Burnt Hand Preventer
- Hot Coffee Finger Saver
Check out this article: The Humble Story Behind The Ubiquitous Coffee Sleeve
How to Avoid Zarfing Your Customers
Let’s go back to the original question, are you “Zarfing” your customers?
In other words, are you focused on the title of your product or service when your ideal customer is simply trying to solve the problem that they currently face.
Do your customers actually know the name of your product, your services, and your solutions?
Those common everyday product names to you very well could be completely foreign to a potential customer or prospect.
Are you absoltuely certain what terms prospects are typing?
Because if not, you might be “Zarfing” your customers.
So start asking your customers as you speak with them, how did they find you? What did they search on Google?
Pay close attention to the problems that they have that need solved.
So next time you are thinking, “WOW! I love this cup of coffee!”
Send thanks to the innovative Jay Sorenson for protecting your fingers from being burnt.
Lastly, thank Jay for helping you to avoid Zarfing your customers.
Prevent being burnt with a bad keyword strategy by focusing on the problem that your customer currently faces and desperately needs you to save the day.
Bottom line: When you Stop Zarfing your customers is also a great way to Stop Being the Best Kept Secret.
