PIVOT AWAY FROM THE WRONG CUSTOMERS AND MOVE CLOSER TO THE RIGHT ONES
The most common mistake most brands do is try to be awesome with everyone, everywhere. It’s time to take reach the right customers in the best way. Another point to remember is there are audiences you may have cultivated yet. This is where you can explore them and be creative.
The way you talk with your customers is important to establish relationships. However not everyone will want to buy your products and services and it’s not just about demographics. To determine your customers you need to dived this into two areas:
- Characterise – define each personas needs and goals
- Repel – push the wrong audience away
Business industry knowledge is inherent, but trust must be earned. That’s why you need to really understand who your audience is so that you attract the right customers, so that you don’t talk down to them. Characterising personas will help you understand each customer needs and desires. This will ensure your brand becomes more approachable and is full of expert ideas. The results mean you will enjoy a more deeper, human relationship with your customers. And reap loyalty and advocacy in the long run.
52% OF BRANDS SUPPORT 2 TO 4 BUYER PERSONAS WITH DEDICATED CONTENT
KEY CHALLENGE: Stereotypical Personas
Many companies have weak ‘about’ pages and ‘biographies’ or are weighed down with technical language. Remember your personas should reflect the real people who you’d like to target. They shouldn’t be written like dating sites bios. One of the most valuable thing a persona can teach us is that your audience is different to you. Right now they don’t understand the value of your products and services, or why it may be important to them.
Whenever I write for a brand I always ask: “Does this help the customer or the CEO?” By narrowing down your target audience will ensure you find the right customers. It will help you isolate desires, needs and solve shared problems amongst naturally diverse individuals.
THE SOLUTION: Define Personas
Define and characterise the customer so you spend less time attracting tyre kickers. Compare each one to your most desired customer to identify the person characteristics that matter the most.
Review personas over time. Look at which personas have stuck around or will stick around and which ones are likely to fade away as your organisation evolves.
Hire a copywriter to help create new audience definitions on your website or copy. Make sure you aren’t excluding anyone like potential customers.
If your content is written for everyone, you’ll miss out on targeting your niche market audience. This in itself can be costly. By working out personas you may find a hidden market. If so, you will need re-evaluate your content to make sure you reach them.
As a result, copywriters like myself, adjust the writing style from traditional print mediums to cater for optimisation opportunities presented in the digital landscape.
First we discovered why your audience doesn’t need you. Next let’s discuss how you can Win Every time with Digital Media. Millions of opportunities await for you if you’re bold with your digital media
Did you enjoy reading this? Please ‘like’ and share with your tribe. Need help? Contact me to discuss the writing concerns for your brand.
Image: rawpixel and upsplash 2017