As I said before, marketing that works is simply complex. You do the complex part so you can make it simple for your customers. You see, marketing is a form of communication. Communication, at its best, is a mutual exchange of information. Your customers have already provided you with information we call data. Your marketing is your response to this information. If you were listening, then you’ll know what response to give. Now, it’s time to make that response effective. Let’s get started!
At our most basic level, we’re all at least a little bit selfish. We can “correct” that with socialization and personal development, but when it comes to marketing we, the customers, do not care what you want; we care what we want. It’s your job, as the provider, to care about what your customers want, too. We demand that you do or those of us who are savvy will take our business elsewhere. Never forget that it’s not about you.
There are many ways to show respect. One of them is to respect your customers’ time. If you’re asking for a piece of their time, which you do every time you expect them to pay attention to your marketing, then you have to provide them with something worthwhile. Your message—the message itself—has to give your customers something of value. If this seems baffling, then think about the marketing you’ve received as a customer or a potential customer. If you responded, then you got something of value. What was it?
A message that is “merely misleading” may not be a legal snafu, but it still erodes trust. If you’ve gone to the trouble of targeting your message, don’t blow it now by telling a lie. Don’t flat-out lie, don’t fib, don’t gloss the truth, don’t even wax it. Be honest. If you’ve done your work, then the truth will be enough.
There’s a difference between telling a lie and expressing your confidence. You should be confident. You’ve done your homework. You have every reason to be confident that you have something they want. This is not the time for modesty, false or otherwise. Tell it like it is. Express your confidence. Be sure and they’ll be sure, too.
Remind your customers why you’re confident they’ll want something. Amazon is a great example of this. Amazon sends customers e-mail saying, “You liked that, so we know/think you like this, too.” Okay, so they don’t actually say it quite like that, but that’s the gist of it. Now, admittedly, sometimes they’re wrong. Those messages are generated automatically. You’ve put more thought into this than their computers do. Remind your customers why they want what they want and why they trust you to give it to them.
That’s it. When this series started, the process may have seemed rather daunting. It certainly took a bit of work to get to this point: starting with gathering data, then analyzing it, then creating a profile, then targeting your customer, and then finally marketing for the customer you’ve targeted. I’m confident you’ve learned something along the way. I’m also confident you’ll consider joining me next time around. (See? Expressing confidence really isn’t that hard, is it?)
Read the previous blogs in this series: