People enjoy doing business with people, especially people they like.
If you could walk around all day just meeting people, telling them all about you and your wonderful business, you might pick up some customers.
Unless you’re an obnoxious pain in the backside!
Of course, this approach is not very practical. While you’re out gallivanting around town shaking hands, telling stories and whatnot, who’s minding the store?
Back in the day, marketing was more plainly about selling products and services. It wasn’t too hard to get noticed either. One or two newspapers, thirteen channels on the TV and no internet. (darn I’m old!)
Drop a full page ad in the local fish wrapper with a screaming headline like
“Big, BIG savings, THIS WEEK ONLY!” or “LOST OUR LEASE, EVERYTHING MUST GO!” and POOF
In flocked the masses! People with money to burn, rushing through your door.
Ahhh, the good old days!
Today, customers are bombarded with marketing on TV, Radio, Social Media, Email, Direct Mail, Bus Wrappers, on their Smart Phones – the list goes on and on.
In order to stand out in the crowd, your business needs a personality.
One that will make a positive, lasting impression and make your business seem more like a person that customers will like.
I’m not talking about a personality like Lady Gaga or Justin Beiber wearing a sandwich board in front of your business (though who wouldn’t pay to see that!) – I mean a business personality.
Think of it like this, if your business was a person interested in dating your daughter (or son!) what sort of traits should they possess?
You’re Business as a prospective suitor.
Is your business?
SMART – You’re up on new products and services that benefit customers. You offer practical solutions to customer problems. You are knowledgeable about your industry.
SINCERE – You’re so honest, you’re willing to miss out on sale by telling a customer “I don’t think this widget isn’t for you” or “that outfit does not work for you” or “I think you should wait until the new version arrives in a few weeks” – You honestly believe in the quality of goods and services your business provides.
FUNNY – Have you ever rewound an E-Trade baby commercial? Under the right circumstances, you employ a charming sense of humor to customers – even at your own expense.
ATTRACTIVE – You’re easy on the eyes because you keep your business well maintained and you’re concerned with physical appearance. Aside from venturing into some backwoods roadhouse to enjoy a little rough & tumble on a Friday night, most people prefer dealing with a business that is clean & neat-appearing.
STABLE – Are you intending to stay around awhile, in for the long haul? Long term relationships are important to customers. They want to know you’ll be around through good times and bad.
Enough of the Dating Game, I think you get the point!
Build your business personality into all your marketing strategies and communications.
Rather than telling customers what you want to sell them, show them how well you listen and respond to their needs. (Yes dear, I’ll take my own advice!)
Identify problems, offer solutions. Try delivering your marketing message as helpful, educational content. Show genuine enthusiasm and personality.
This approach is more subtle than outright selling and will lead customers to their own conclusion to buy something from you.
I say, add more of a personality to your business that customers respond to, remember and will happily tell their friends, family and business associates all about!
Check out www.directetc.com to see how we can help you build business.