MARKETING EXPOSED

Wait, wait.  Don’t take that wrong.  That headline isn’t about this specific post or this blog in general or some sort of admitted selfish desire to focus only on me.  This has to do with how you communicate about your business. 

Think of a recent cocktail reception or networking meeting where you meet someone for the first time.  Right off the bat this person launches enthusiastically into talking of the various things he’s up to; his work, his interests, his kids, yada yada.  The more his air escapes the more you feel an antsy need to find your own escape, away from this person! 

You are not a part of this “conversation”.

Now, think about another first time meeting with someone, except this person starts asking YOU questions about YOUR life.  As you answer and talk you soon have positive feelings about meeting this person.  Guess what?  It’s for no more simple reason than that he engaged you; he was interested in YOU. 

(And, by the way, if you’re reading between the lines, this is something to remember next time you’re introduced to someone new!  Engage them with questions.  But I digress.)

 So, back to that headline…  The “me” is your prospective or potential customer.  I’m sure you have a great store or service or organization, and – like parents regarding their kids – you LOVE talking about it.  Stop.  She, your customer, only wants to know exactly what’s in it for her.  She is the “me”.

An ad message on a traditional mass media that talks about what you do or what you offer doesn’t engage her.  A website with generic bullet points and a map doesn’t interest her.  A Facebook Fan Page or a Twitter stream that just lists products and special prices isn’t relevant to her.

But when you are specific and focus on a trigger that might cause her to be in your market, you’re starting to think from her perspective.  She has, or may someday have, a problem you can solve or a desire you can fulfill.  That’s emotional.  And specific.  And relevant! 

Relevance and emotions get her attention.  Not a list of products and services and meaningless claims of great prices or a convenient location.

A special offer simply isn’t very special until YOU have achieved a special status with her.  Focus first and foremost on what makes you special by strictly communicating from the basis of what’s specifically in it for her.   Engage her with relevance.   Can you understand how only talking about your own baby – beautiful as he may be – will soon bore her and send her away?

- Steve