How often do you say, “I understand what you are saying”, when you engage with a customer/client or a prospect. What you are doing is creating empathy in how you interact with your market when they are engaged with you in person.
How you leverage this into your marketing helps you create marketing focused on your customer/client or prospect;
1. It helps you engage the target market. You simply take what you have learned in person, reflected this back to them in their own words to keep them wanting more from you in your regular marketing. What you are doing is demonstrating that you have truly listened and can help them into the future.
2. It helps you create relevant messages. When you listen to your customer through your daily engagement with them, you DO understand them. Getting the message right in your marketing materials i.e. letters, web site, press ads etc. has the power to get the RESPONSE AND ACTION you want. Quite simply you are being smart in how you talk to them rather than focusing on what you are talking to them about.
However, both engagement and relevance are not enough. You need to;
A. SEGMENT the audience. Why? segmenting your audience into groups based on insight you have uncovered allows you to directly tap into their specific needs.
B. Include a REASON to come back. Don’t make the mistake of wasting your time and effort on getting all the above right and then fall at the last hurdle. They need a Big Bold reason for them to take ACTION and come back.
When you do the above, you are focused on marketing your business on the how to attract the market, as opposed to marketing your business based on what you do or sell.
The customer is your profit centre, everything you do should be centred on them.
What are you currently shifting in your business approach to attract more clients/customers?