When in doubt about what to do with your marketing simple repeat “It’s all about getting chosen.”? There is really only one question you have to ask yourself these days “What does my ideal customer need to see, smell, touch, taste, know and feel that will get them to choose me?”
Take a moment and remember the moment you met your best friend or your spouce. Are you there yet? Chances are that you got into some kind of conversation and on some subtle level you felt like they really understood you. Do you know how that happens? They were talking to all of you. They were paying attention to the words you were saying AND they were talking to the little voice inside your head.
You know the little voice I’m talking about?!? It’s that voice that makes an ongoing commentary on everything that’s going on around you. “I’m hot, I’m cold, I need to go to the bathroom, this person is talking too fast, how did they know I was thinking that?…..” an ongoing invisible, but important conversation that often gets ignored.
Set Yourself Apart by Speaking to the Little Voice
We’re always saying how important audience is when you’re crafting your marketing message, yet we still fill our writing with words like “solutions.”? The little voice doesn’t understand empty words like that. Your customers’ little voice likes vivid, emotional specifics like “hot juicy pizza at your door in 30 minutes or less”? that makes your little voice say “yum – I want that!”
So how do you get to know that little voice inside your customer’s head? It’s not as hard as you think. Start by visualizing your ideal customer as a person. Now ask them the question “What do you need to know to choose me instead of the other guy?”? Chances are you will start coming up with some basic questions like:
- What are you not telling me that I should know?
- How can I trust you?
- How much is this going to cost me?
- Have you been successful at this before?
- How do I know this will work for me?
And many, many other questions along those lines. Take the time to look beyond those questions and think about why they would ask that question. For example “What are you not telling me that I should know?”? Maybe this person has been disappointed before. They paid a lot of money and didn’t get value from it. So now they are not trusting of anyone.
The important thing about this is that if you go through this process you will know how your customer breathes and THAT will set you apart on an emotional level.
When you connect with your customers emotionally, they will choose you every time regardless of price.