Targeting equals success
As you know, most individuals receive far too much information from a multitude os sources and can barely absorb what they have. If your communication to them is not spot on and relevant, why should they give you their attention, their time?
The secret is people don’t care about you, which is what most business communications revolve around. Your clients and prospects care about themselves. They care about their world which consists of their family and their work. Why not take a moment now and re-read your last marketing communications – brochure, newsletter, sales presentation. How much of the content is focused on making the reader more successful in different ways? How many “I’s”, ‘we’s” do you have? How much was written from your perspective rather than what they’ll get from it?
This is what I mean precisely about targeting. Your audience will find much more value in your communications if in addition to industry or occupation information, you think of them as people. Mothers. Fathers. Aunts. Would you like to know the one article that hands down has generated the very best response (from 1999 to this day) from my monthly online newsletter? Judging in terms of people clicking through, goodwill plus a massive amount of new subscribers? It was from a short article which offered our children’s rotating job chart and the suggestion the jobs can be substituted for ones around the office. To this day people still talk to me about the job chart.
“But Debbie, you run a business newsletter. Why would you put a children’s job chart in it” you’re thinking. Ah yes, but almost every single person that reads my newsletter from CEO down to Personal Assistant will have children or be related to some or have friends with them.
Your customer cycle.
Think of a cycle of demand for your products or services. It flows from hot to cold to warm,. Before your customers first ‘buy’, be it a product or service from you, they are HOT. After the purchase, they immediately go quite cold (in terms of demand). Depending on your product or service, you must have a communication strategy that keeps a dialogue flowing both to generate referrals from them AND until your customers move from COLD to WARM, then back once again to HOT and ready to do business with you again or refer you to a colleague.
Do your communications cater to all three stages?