Communicating with Customers
First, you are going to stop wasting your most valuable real estate talking about your products, your background, your brand, your philosophy or your certifications. Your customers do not care. Instead spend a majority (80%) of your marketing efforts:
1. Showing John you understand his pain.
2. Recreating his pain.
3. And offering the solution with proof you can deliver.
This means that you should never waste space with a lame opening statement like “Introducing our new spring line,” “Welcome to our newsletter!” or “Here are our latest clearance items.” While important to you, they mean nothing to the part of your customer’s brain that decides.
They are like bedtime stories for your customers.
If you are using photos or videos in your marketing communications you’ll want to select visuals that support the three areas mentioned above — demonstrating that you understand your customers’ pain.
For example, if you own a dog grooming company, this is not the time or place to show a picture of you and your dog, Lucky. That photo is about you and not your customer’s pain. Remember John, your customer, is tuned into the WIFM radio station.
Connecting with Customers
Do you remember when I made the bold claim that 95% of your prospects don’t really understand your message?
As you can see, the reason is really simple – your customer has come to you in pain (in some aspect of his life or business) and his brain is solely fixated on finding the solution.
This part of his brain, which is responsible for decision making does not have the time or patience to sit around reading or listening to information that is all about you. If you don’t capture his attention in the first 30 seconds with something that is relevant to his pain, you’ve lost him. He can’t possibly understand your message no matter how clever or funny it is because he’s not even paying attention – his brain has already moved on to look for the solution that will keep him alive or provide a cure.
The bottom line is this – the quickest way to connect with your customer and get the attention of the decision making part of his brain is to let him know immediately that you understand his pain and can cure it. If you do this well upfront, he will listen to whatever it is that you have to say.
This insight will help you go from boring your prospects to convincing them — and that’s good for your business.
Photo Credit: Soph
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