Keep Your Customers Delighted

Keeping your customers delighted, engaged, and even raving about you is easier than you think.

I have a dear colleague who can get a bit of snark on. She has a great sense of humor so I enjoy her candor and the snark.  

Recently Heather wrote about Peloton.  I only knew the name casually in passing until… surprise of surprise…they started airing on the news in our area… maybe because no one is getting as much exercise as they should be. 

There advertisements always this amazing buff-fit person in a fabulous looking condo working intently on their Peloton device.  (A very expensive piece of work out gear for the totally committed.)

She loved to mock their gaggy commercials about the super-fit.  Then she switched gears and commented on how “laser-targeted” their marketing was.  They weren’t trying to appeal to anyone who was not their target market. 

Peloton does smart marketing…

Peloton knows what buttons to push for their ideal client, and they do a great job of it.  They know how to get their target person to get up off the couch and order a Peleton for $2500 or more.  That is brilliant marketing.

Yet they take it a step farther.  Peloton focuses on delighting and keeping existing customers engaged…turning them into influencers that promote and sell more devices.  Smart company.

Heather admitted that she had signed up with Peleton to have an a virtual at home workout program.  No fancy device…the cheapest program that they offered.  For what she spent, she didn’t expect much. 

They surprised her with a free T-shirt…celebrating her completing 200 workouts.  She was so delighted and excited she told several friends and even wrote a marketing article about it.  She calculated their delivered cost to be about $3.00 or maybe less.  

Considering how many people she told and the number of people who have read her published article, they got excellent ROI.

Any business can do this

Any business can do this.  All it takes is thinking outside the proverbial box.  I’m in Oregon where we had the most horrific forest fires on record.  We still have pockets of the worst air quality in the entire world.  Thank goodness, the worst is past.

In the midst of the fire related stress and chaos I received an email from a company I’ve purchased from.

It was absolutely PERFECT timing to the perfect market. 

They sent an email titled “To Our West Coast Friends.”  It was a “we’re thinking of you” email featuring a well-known landmark in all its pristine glory.  No push. Just we’re concerned. We’re thinking of you. We can’t be there but if you need anything here’s 15% off. 

It touched me because of it’s tone and non-sales approach.  Whether I needed anything right then or not, I will remember who sent me that lovely email at a time much of the state was choking in smoke.  

I expected it to be the first of a targeted funnel. and looked forward to see what they would send next. Unfortunately, they went back to pushing sales in the next email.  What a missed opportunity.  They had set themselves apart with their approach and then slid back into doing exactly what their competitors did.

Ways to delight your customers

If you don’t want to invest in t-shirts, there are lots of other ways. If you don’t have their birthday, send a “you’ve been with us a year” anniversary email or card.  

Recognize customers for achieving some sort of milestone on your social media.  

Offer a free guide or e-book especially for your valued clients.

Send them an early-bird notice of a special event or something like a black-Friday sale.

There are lots of options out there.  It’s a matter of finding what is just right not only for your business, but the clients you want to attract and keep. 

New clients only buy 5-20% of the time.  Existing clients buy 60-70% of the time.  An excellent reason to treat them right and keep them delighted.

Want to read Heather Lloyd-Martin’s full article?  You can find it right here.

Want a quick brainstorm on the best way to keep your existing clients delighted?  That’s just one of the ways I help my client’s get the edge on their competition.  Visit my booking link here.

Push and Pull, Managing the Twins of Marketing

In marketing, we get the same magnetic push and pull found in magnetic polarity.  Whether it’s teaching about polarity or singing a rap song about the push-pull of chemistry, the impact is the same. Energy attracting or pushing apart.

The coronavirus has made teachers incredibly creative. I recently saw a news story on them teaching magnetic polarity virtually.  

Push and pull in nature…

With the help of assistants, in this case, the teacher’s children, she placed two large magnets on a table with their horseshoe shapes aligned. The magnetic poles were aligned directly across from each other.

Then she handed her son and daughter each a magnet and had them hold them in the same position. “Now, try to slowly move the magnets directly toward each other,” she guided. 

“That’s good, keep the ends pointing toward each other.”

A look of surprise crossed the little boy’s face as he encountered resistance from the magnet as he tried to move it toward his sister’s.

“Excellent, now pause a moment.” She stepped closer and shifted the magnets so the poles were no longer aligned and that one pole from her son’s magnet touched the opposite pole of his sister’s.

“Okay, now what happens when you try to pull apart.”

“It’s stuck!” The little boy said, then he put in some effort and jerked the magnet away from his sisters.  

“I did it!” He grinned victoriously as he brandished the magnet in both hands.

“Yes, you did!”

“The resistance you felt was the magnetic polarity being attracted to its opposite force. When the magnets were perfectly aligned they repelled each other. When aligned to an opposite pole, it took your force to move them apart.”

Push and pull marketing

In marketing outbound marketing is also known as push marketing. It takes your product out to where your prospects are to make it easy for them to find.  The focus is on your brand or product.

On the opposite side, inbound marketing or pull marketing the focus is on relationships. It relies on prospects that are looking for your product. 

Push creates demand by making them aware of your brand and the solutions it offers. Pull offers a way to fulfill that need.

The blend you need in your marketing efforts depends on where you, your brand, or a specific product are at a given moment. I’ve seen this over and over again with clients and former students I was mentoring. 

All businesses need a mix of both as they grow and build.

What many don’t realize 

For new businesses, you can’t start with pull marketing. First you need to help your “hungry crowd” find you have a solution.  That means you need to get your product out there in front of them. You need to use the push.

Once you have created the demand, then you can use the pull to bring them to your website and guide them to their solution.

However, push and pull must be adapted to their times to be relevant and get on people’s radar.  Some push techniques don’t work well in a pandemic. 

Face-to-face meetings are going virtual. Showrooms are going virtual. Trade shows have one option – go virtual. These are all backbones of push marketing.

Pull has also gotten more challenging due to the sheer volume of companies now focused on online marketing.  

Here are 3 techniques to get your push and pull marketing working together

In today’s environment, both push and pull need a client-centric focus. Start with your push and have your pull set up to provide the solution…the sales.

Push marketing  a crisis

There are still some classical push – outbound marketing techniques that work. Things like billboards, television, radio, print, direct mail, and eye-catching packaging. 

You can also use social media posts and paid ads.

The goal is to get your brand/product out there in front of people so they can learn about it. 

I’ve seen clever use of YouTube infographics to create brand awareness. 

Interestingly, local television stations are trying to boost local economies by getting the word out to help small businesses.  If you’ve been wanting to try some television spots and have the capital, it might be a time to consider it.

The goal of push marketing is to get attention. It should be a disrupter. Something that interrupts the flow of the day. Something that makes people question, “what was that?”  

Bingo, you got their attention.

So what are you going to do with that attention?

Pull marketing

If you have their attention you need pull-marketing to move them from where they saw you to a place where they can learn more or make a purchase.

The consumer is seeking a product based on need. They saw you and want to know more.

Pull marketing uses your reputation, consumer interest, effective SEO, pay-per-click, blogs, content, and social media. It requires your brand to be in the right place at the right time.

For pull marketing to work effectively, it must be ready and in place at the moment you need it.  You can’t wait to start building it out to when you now have traffic or you’ll be missing sales.

Finding the balance

If you already have a good reputation and a known brand, your push marketing will probably shift to push-notifications. 

These sort of blur the line between push and pull.  They are designed to be used both on your website and via social media marketing to help guide the prospect to finding their answer.

These are designed to engage visitors both on and off your website and keep your product in front of them.

However, there is a catch. You must have their permission in order to send them. 

At a time when daily emails have doubled or tripled, people are a bit more protective of giving out their email address.  You’ll need to give them a good reason for doing so. It will need to be something of value.

Value might be bonus information. It could be, a guide, a discount, easier tracking for an order, or another type of reward. Whatever you chose it must resonate, be relevant to, and focused on your target customer.

Time to Evaluate

With our changing business environment and more intensive competition, it’s a crucial time for businesses to evaluate how they are using push and pull marketing.  

  • Where is your business now? 
  • What does your outbound and inbound marketing look like? 
  • What modifications or enhancements will make you better able to connect with and engage clients…and convert them into loyal customers?

Need assistance with a quick look or more intensive updates?  Message me: judith@jculpcreativecopy.com.

Marketing Myths You May Not Know

Is what you know about marketing on the web compromised by common myths? It’s highly likely. Especially of concern to brands and marketers is that clicks don’t mean what we think they do.

Back in 1994, a direct response specialist, Ken McCarthy,  introduced the idea that if they counted how many clicked on their landing page they would have a good indicator of how well the marketing piece did.

Marketing Myth #1 Clicks equal reads

Over 25 years and lots of major changes later, businesses are still counting clicks as a measurement of success.  There’s just one problem…it doesn’t mean they read anything.  It only means they clicked on something.

Clicks do NOT mean sales or response to a call-to-action, (CTA).  The market became flooded with spam click-bait trying to see how many clicks they could get. Consumers became guinea-pigs. People became frustrated with junk and many quit clicking at all.

Marketers focused so much on clicks they became tied to spam, linkbait, poor design, and trickery. Even so, counting clicks is still the gold standard.

Engagement is the secret

There is something far more important than clicks…It’s what happens between and after a click.  What did the person do?  Did they go away? Did they share without reading, (happens a lot,) or read just part of the message? Maybe they got distracted. Perhaps there were family or work interruptions.

Our real goal is to keep the visitor on the page and engage them.  We want to keep them there and focused. Engagement time is of much higher value than clicking.

Studies actually showed content is what makes the difference.

For an average click, less than 55% stay on the page for more than 15 seconds.  If it is an article they engage longer.  Only 33% leave in under 15 seconds.

Engagement is higher for actual news… new information, useful, relevant.

The more generic it is the less engagement there is.  In the best-case scenario, the engagement levels can be five times higher in the first case…useful news.

For marketing success, the goal should be to keep your audience on your page and returning back again. That takes fresh, content, targeted, and relevant to the viewer.

Social media marketing myths

The same type of myth has also hung around in the social media marketing world.  The reality is that shares don’t mean the recipient read it or even that the person who sent it read it.

Chartbeat conducted a study of 10,000 articles shared via social media,. They discovered there was no relationship between sharing and engagement.

Social is just being social, not that you have their attention and engagement. That makes the job a bit tougher.

Native Ads

Native ads look like a page’s editorial content. However, it is paid content designed to promote a product or service. 

Fewer people read native ads than other content.  In an average article two-thirds of the readers will spend over 15 seconds.  In a native ad, this drops to less than one-third.  Only 24% of readers scrolled down the page. The normal content rate is 71%. Less than one-third of visitors read more than one-third of the native ad.

Banner ads also get poor positive statistics. In part, this is due to placement. To get optimum results they need to be below the fold…not the common above the fold positioning.

The Good News

For both Native Ads and Social Media, the landscape is changing quickly.  There are ways to get information read using special tools. Apps like Gizmodo or Refinery 29 help with the problem. 

Newly devised techniques work within social media systems like Facebook and Instagram to generate leads, conversions, and more loyal customers. This employs systems like remarketing, lookalike audiences, Facebook AI, as well as Messenger, and paid marketing.  Facebook also owns Instagram. That means the two can be coordinated to work together.

However for this to work,  if you want the viewer to read and take action, there must be real value. It must be current, relevant, and free of gimmicks or tricks. 

This style of marketing takes more effort and may cost a little more however the rewards are more loyal repeat customers. ROI and lifetime value are heightened.  We aren’t just trying to get clicks, we are trying to engage and keep the reader’s attention longer. Longer attention increased sales opportunities.

Right Now is the Perfect Time to Engage!

During an economic upheaval, people either contract and wait for it to blow over or dive in and take advantage of the opportunities.  It’s time to take action.

Giants like Walmart, Target, Amazon, and many, many others are doing the second and seeing massive increases in sales.

Have you asked yourself these questions? What would an increase in sales do for you?  What would it look like? What would the outcome be?  

Can you really afford to sit on the sidelines and let the missed opportunities leave your business struggling?  

There’s an alternative. We can talk and look at how focusing on client engagement via web and email plus using the power of social media can not only help you survive but thrive…become stronger and more recession-proof.  Message me or visit my website to schedule a call. www.jculpcreativecopy.com.

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Dopamine Rush…Silver Bullet to Sales

Are all dopamine rush triggers

The motivator response in our brain triggers us to take action and rewards us with a dopamine rush. It’s a surge of good feelings following a pleasant experience. It’s as old as man himself.  

A key part of survival, the primal brain includes a series of triggers that make us take action.

When we take the action, it rewards us with what is called a dopamine rush.  It’s that good feeling we get from eating ice cream, chocolate, and the like.

Can you imagine???

Our caveman ancestors spent a lot of time searching for food. Can you imagine trudging out there hunting for an animal to kill?  Hot. Cold. Windy. Wild carnivores looking to eat you. 

It took strong motivation to do it.  The primal brain drove them on. When they did see an animal, maybe rabbits, deer, bison…or a wooly mammoth, their brain rewarded them.  It offered triggered good feelings. 

The reward of satisfaction and anticipation spurred them on to the kill. Success…more good feelings rewards.

Dopamine Rush Today

We’ve come a long way, but our brain hasn’t changed.  We get a dose of adrenaline to escape a potential accident from the crazy driver in front of us. Or the idiot pedestrian who steps out into the street without bothering to check if there are cars coming.

We get the feel-good rush from foods we like and more.  We are rewarded for finding a mate, having a baby, having a circle of friends, being a part of the team. 

All of these trigger a dopamine rush.

Men get an emotional high from an action movie or a football game.  

Women get their highs from finding a perfect gift for a friend, bringing someone joy, getting a hug. Or a positive shopping experience.

When we get one of those responses, it triggers us to repeat the behavior.

In Marketing

If you have a clear avatar of your customer, the dopamine rush can be effectively triggered in marketing efforts. Our goal in their interactions with our business, or brand, is a positive experience that triggers the rush. If we succeed, they are likely to return to purchase again.

It must be a positive experience to get this trigger. Poor experiences with any touchpoint of our interactions trigger the opposite response and drive them away.

So before any active marketing campaign is undertaken we need to make sure all interactions lead to a positive experience. Website design, navigation, content, customer support, purchasing, post-purchase, shipping, and delivery all need to be positive.

Then we can undertake to target the dopamine response in our marketing efforts. We can implement them on our website, social media, and emails.

3 Techniques to Trigger a Dopamine Rush

All three techniques tie into the fact we are reward-driven pleasure seekers.  As much as we want to avoid pain or injury…we seek pleasure. There are several ways to get that result.  Here are three techniques.

Create Excitement

You can trigger the rush by creating excitement. Offer them fun. Let them win something.

You can generate excitement with a contest. We are driven to try to win, come out on top. 

Flashing lights create excitement. 

Having a winning ticket creates excitement. 

Winning at bingo triggers a reward response.

Lottery bingo games trigger the response.  State lottery games and casino gambling trigger the response. Sometimes so effectively that people become addicted.

Safeway uses this annually.  So does Publisher Clearing House. 

So do game shows and every business that put contests on Facebook or Instagram.

Use Trigger Words

Generate anticipation and curiosity by incorporating trigger words.  Focus on words that generate curiosity, imagination, and anticipation.

  • All you can ___________
  • Exclusive
  • By invitation only
  • Just
  • Now
  • Not yet
  • Ready now
  • Only 
  • Sold out
  • Bonus
  • % off
  • Limited
  • Kit     (we love kits)

Use words and phrases that make intrigue your customer and make them want answers.

  • What does this mean?
  • What’s going on here?
  • How will this help me, I need to find out.
  • Pre-announcement of something new
  • Helpful hints on how your product can be used or give them the most benefit.
  • Celebrate milestones with them – theirs and yours

Free samples, free trials, and free demos work well. Feeling like we got more than we paid for absolutely triggers the response.

Stay in touch…if we know and like a brand, we like to hear from them. Stay in touch in a way that feels individualized and personal. You can use phone, text, or emails. They all strengthen the bond and trigger the rush.

Gamification 

Games make things fun.  They give us rewards. And reward programs attract us. That’s why we sign up for them even if we don’t use them. 

If we can fire up their anticipation for getting those “points” a bigger discount, or a free gift, we have a home-run.  

Does your reward program offer multiple levels? Who wants to be in the “entry-level” group? 

If we’re interested, we want more. Our seek pleasure drive wants us to have achievement and recognition.  We want to be in “the group.”  We want to be elite. …all dopamine rush triggers.

Want to read more about how rewards programs can benefit your business and learn about different types.  See my companion article here

When I work with clients we start with their target customer and the type of RAS triggers that they respond to. Then we develop the plan and the rewards system that best suits them. Need help? Message me: Judith@jculpcreativecopy.com.

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Are Sales Training Your Customers?

Have you noticed that everything is on sale right now?  Businesses are trying to recover from lost revenues. So many are focusing on slashing prices and having sales. It’s a bonus for everyone right now, but are sales training your customers?

I don’t know about you, I’ve lost count how many sales emails I get daily. 

I had a friend, let’s call her Kathy, who had a beauty salon. When things got slow, Kathy had a special.  Discounted services. I remember a conversation we had…

Sales train customers to wait for them.
Sales Training Customers Photo by Justin Lim Unsplash

The high price of sales

“I’m so excited, things are picking up, Judi. Putting that special on Facebook really worked.”

“I’m delighted for you,” I responded but something I’d heard once kept niggling at the back of my brain. I didn’t say anything as I certainly didn’t want to be a downer.

Two days later I got a call,” We’re booked a month out!  Clients are coming out of the woodwork for our specials.”

So several months later when things slowed down again, Kathy ran more specials. The books again filled and Kathy was all smiles.

I didn’t see Kathy for a while, then dropped in to visit with her at her salon. 

The phone rang and she raised a finger to pause our conversation and reached to answer it. “Hi, this is Kathy, how can I help you.?”

I leaned against the counter waiting for her to finish.  

“Specials? I’m sorry, you missed our offer last month.”

From where I was standing, I couldn’t miss the caller’s response. “Oh well.  Could you let me know when you’re having your next special?  I’ll just wait.”

My gaze flicked to Kathy’s face…it was crestfallen.  She had trained her clients to wait for sales.

I’ve seen this scenario repeated over and over by diverse businesses over the years.  

Many department stores actually initially price goods above the MSRP knowing they will have to mark them down. They skim the cream with the first sales.  Then in 5-6 weeks maximum, they start dropping the price….and it never goes back to normal.  They have to move it out before the next batch comes in.

I used to love shopping with my girlfriend at Nordstroms in San Francisco.  Our mission…to see what great new stuff had reached the markdown stage.

Think of your local furniture or mattress store… they are ALWAYS having some sort of sale.  Instead of adding value or creating a desire another way, they focus on discounting products. Sure, we know they mark them up then mark them down, but they’ve trained customers to watch for the word sale.

Are sales training your customers?

It’s important to keep in mind, our marketing techniques teach our customers what to expect from us. If we’re always having sales, they lump us in with budget discounters.  

It’s the halo effect or guilt by association. 

While it might be a win for businesses and consumers in a pandemic when most people’s funds are crunched, this can become a fixed mindset or cycle. 

Sales will become more and more dependent on the discounts you offer. They will become commonplace and expected.

With lower profits, it gets progressively harder for a business to stay viable. What you need…alternatives.

At the same time, your brand’s value is dropping in the eyes of the consumer because of the constantly discounted prices.

3 Alternative Techniques

There are actually lots more than just three techniques, but these are particularly suited to those with an online presence be it products or services.

As an alternative to a discount, they tend to lean on scarcity and urgency as motivators.

Transparent Pricing alternatives

Transparent pricing is about showing “how” you control costs so you can offer a product at significantly lower than a competitor.  You feature both the quality of your product, and the steps you take to control costs.  

For example, Everlane is an online eCommerce operation.  They have few brick and mortar stores, no traditional advertising, and offer no discounts. 

This snippet from a Google ad explains their concept well:

Timeless Pieces Made with High-Quality Materials Designed to Last for Years. Shop Modern Luxury Basics. Ethically Sourced, Radically Priced. Ethically Made. Radical Transparency. Modern Basics. Types: A-Grade Cashmere, Luxe Alpaca, Soft Cotton, Italian Merino.

A look at their website confirms they have high-end goods and very few items on sale. I would assume those that are…weren’t good sellers. 

They also incorporate a social responsibility aspect with their 100% Human line. A portion of all sales benefits the ACLU human rights efforts. 

Subscription alternatives

Dollar Shave Club is one of the best known of this type of marketing. By cutting out the middlemen, they went direct to consumer, D2C. They went with a simple basic product…a razor.  Their target market 20-30 year-olds who wanted a razor without the frills.

For their subscription, they no longer have to remember to buy razors. The products are auto-shipped on a monthly basis.

This model used in the alternative health industry extensively.  The challenge for the consumer is keeping up with their product usage so that they don’t end up with a backlog. 

It’s a fact, some people use more than others.  Options on the delivery schedule might resolve this issue and increase the customer lifetime value.

A variation on this theme are Membership programs.  Commonly, there is an annual or monthly fee automatically charged. The member then either gets automatic gift packs or can use their “credit” to select items they’d like to purchase.  Wineries and wine clubs often use this style.

Freebies and Extras

The products are sold at full price. For each purchase level, which varies from company to company, you get bonus gifts. 

I’ve seen this used with cosmetic lines like MAC and IT. Cosmetics have a broader markup, especially D2C. The company can expose buyers to products they either love or haven’t tried.

The perfume industry also uses this format to give extras with good cause.  Why?

Studies by psychologists revealed the people would rather have a 2-for-1 than getting something at 50% value.  They transfer the value of the priced item to the gift item…regardless of its true value.

A clothing company for surfers called Surfstitch also uses this model. They offer free gifts at the $100 and $200 mark.

The type of program you might want to incorporate could be one of the above or other alternatives.  All rely on value, convenience, scarcity, and or urgency instead of giant markdowns.

When I work with clients, I want to understand their goals and ideal customer. Then I can recommend one of the various strategies to build brand value and loyalty without constant sales.

Customer Need Drives Your Business

Your customer needs are the driving force behind your business and sales.  Did you know that 42% of all startups die because they work on products without a market need?  A whopping 72% of all new products don’t meet their sales targets.

Ahh, you say. I’m in CBD or supplements.  There’s a big need for my products and ideas. You’re right. However, you and I can’t make that decision for the customer.  Instead, we need to put them in the center of the discussion table and build the product to meet their needs.

You need to know your customer needs…

I just read a quick snippet by the Head of Merchandising for a Global Lifestyle brand. It was about how they plan their product and their pricing. It’s very customer-centered.

We are designing clothing for the woman who carries a Chanel bag.”

That one sentence says so much. They have honed in on a very specific client. They know exactly who this customer is, what she expects to pay for specific items, and what she is looking for. Quality and details like fabric are very important to their client.  So they focus on these. Customer needs drive sales.

It’s not just luxury brands.  It’s also fast foods. 

Think McDonalds’…the happy place. Kids are happy and have fun. Parents get a break and know the kids will eat. McDonald’s entire setup is focused customer needs. Play area, kids meals, relaxed easy atmosphere, budget pricing.

Do you know your customer that well?  Most businesses don’t.

For well over 30 years, I’ve been around a lot of skincare and cosmetic formulators. I’ve seen the good, not so good, and the “blah” in the middle.

They might springboard off something currently popular.

Most products come from an idea. There are a lot of these in the CBD, supplement, and beauty sectors.   When done this way, it’s easy to miss the mark.  It isn’t customer-focused.

You need to start with the customer’s needs.  That merchandiser gets this.

Something to keep in mind

One mistake I have seen repeated repeatedly…one size/product for all.  One size never fits anyone well.  If you try to make your product so generic it works for “everyone,” it plants a little seed of doubt. It never works equally well for different customer needs.

Quick example: a wonder product that works to take years off your face in only weeks and it will clear your young adult acne too.  If it feels great on dry mature skin, it’s going to feel too oily on young problem-prone skin. If it works great on oily skin, it will feel like a mask on dry skin.

You build a product based on skin type, oil levels, risk factors, and skin needs. Acne skins need to be water-based and require non-comedogenic ingredients to do its job.

However, if you have a maturing skin showing signs of aging, 85-90% are going to need some oils to repair the skin barrier if you hope to have any look/feel of improvement.  You need different formulas for optimum results.

A product designed to work for everyone…is probably little.

3 Techniques to Improve your Product/Customer Connection

Maybe you don’t have the luxury at this point to design a product focused on a specific customer need. I get that. You already have your products brought to the market. So start with where you are.

First, consider your product…

To give your product the best chance for success, pause a moment, and recall what triggered its creation?  How did that influence its ingredient choices? What are its specific attributes and benefits?

Don’t think features.  A feature is what something “is.”  Focus on benefits. Consumers want to know what it will do for them or how it will improve their life.

If you’ve had the product on the market a while, do a market analysis. How well do your buyers match with the group who is going to see the most benefits with the product?

What do their reviews say?  Returns?  Unsubscribes?

Once you can gather this data, analyze it. Look for ways to tweak your marketing and content.  Let your best prospect know you have their best solution.

What if you find a disconnect?

Once in a while, even an experienced company that thinks they know their customer well can have an challenge.  Last year a firm that I’ve worked with for 25 years came out with a new product.  They are a global leader in hair removal wax products with literally dozens of choices.

They came out with a lovely product designed to focus on a new marketing niche…those people getting tattoos.  When a tattoo is to be applied, all the hair in the area is removed before work is started.

When they brought it out, I wondered how well a light powdery scented pink wax was going to go over. Women might like it, but pink could be a hard sell in a tattoo environment.

In less than a year, I learned that product had been rebranded and they were coming out with a new pre-tattoo wax product. When I saw the new packaging…complete with a skull and roses…with a dark charcoal bead, I had to smile.  It looked more like wax for a tattoo.

The company responded quickly to the disconnect and repositioned both waxes to meet different specific needs. Both are popular with their target niche. The formulas? Very similar.

If you find a disconnect. Listen, learn, and respond/regroup as quickly as you can.

Include your target customer in the discussion

One of the best ways to prevent a product disconnect problem is to have a marketing team that includes a target customer.

A staff member might fit the target profile.  Or they may share the same problem. 

A marketing team having both men and women has also shown to get better outcomes.

An alternative option might be to solicit a superfan and interview them to gain ideas. Learn about them and you learn how to engage with more just like that person.

Build and share his/her success story. It’s one of the strongest ways to replicate your ideal customer.

When I work with clients

They may be focused on a marketing number. However, if we don’t make sure the right product is matched to the right client we won’t get the desired results.

“I just need to get this live,” may feel like what you need to do. I’ve found if you don’t get the right message to the right person, you may have a pretty web page that won’t accomplish much for you. We look at their goals and try to make both short and long term plans to help them achieve them…even if they have to do them in increments.

TERMS, CONDITIONS & PRIVACY

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