As a marketer, I’m subscribed to a million email lists.
For one, I want to see how the top experts and marketers in my industry are communicating with their subscribers…
But I’m also just really fascinated by human behavior and the psychology behind what makes people do the things that they do?
In marketing, these are the conversations that we create to encourage someone to take an action or make a buying decision.
Lately, I’ve noticed that there are lots of REALLY sloppy marketers blowing up my inbox with sloppy marketing emails…and I wanna be like, excuse me, do you know who you’re talking to?
Oh, its because I’m female, and I fit in this age range, therefore I MUST be interested in what you have to say.…
We all get flooded with crap like this every day…
So...how are YOU engaging in conversations with your potential clients or customers?
Is it in a way that THEY they are most likely to respond to? Or is it because the fit some criteria like:
- primarily male or primarily female
- Age bracket
- state, country or location demographic
“If you’re from TEXAS, come to this event we’re having, because guess what!?! It’s in TEXAS, TOO!”
This kind of marketing is just so lazy and irritating.
DOES IT EVER WORK?
Maybe…certainly not intentionally. I mean, even a broken clock is right twice a day..
Overarching interests or demographics should be used as a starting point in your marketing to scratch a VERY shallow surface.
But if you want to make money, get sales, get followers, get leads, whatever the goal is, then you have to drill it down.
You have to have DEEPER, more meaningful conversations, that build “know, like and trust” authority with your people.
Do you understand what their UNIQUE problems are? Are you addressing them in a WAY that THEY relate to? Or a way that YOU relate to?
And are you DELIVERING the content in a way they want to consume it? Or in a way that YOU think is the best for them to consume it?
This SIMPLE 3 step process will show you exactly how to identify with and relate to your audience, based on THEIR unique and individual wants, desires and buying motivations …
First, it’s important to understand what psychology shows us about buying behavior, and that is that people make decisions based on either:
1. Emotion or 2. Logic
If you aren’t leveraging BOTH in your marketing, you’re appealing to maybe half of your potential clients or customers, leaving the other half on the table.
The second thing psychology shows us is that the motivation behind the buying decision comes from one of two desires:
- To get rid of a problem ( move away from pain) or
- To create a desired result (move closer to gain)
And again, if you’re not using BOTH motivations in your marketing conversations, you’re leaving TONS of business on the table.
The point is, it’s your job to do your due diligence in the research and phase to identify exactly who these people are, what their unique pain points are, what motivations they have, how they think!
When you understand this, you can get really clear and concise in your messaging, speaking directly and intelligently to an individual that resonates not only with the problem, but consequently offering a solution that really feels SPOT on.
3 Killer Ways to Create Conversations that Resonate
with YOUR Audience
Step 1: Know your angles and pain points:
This means drilling it down hard, people!!
A great exercise is to write down and identify the top 5-7 problems that your product or service is a perfect solution for.
STEP 2: Use messaging in your marketing for BOTH types of decision makers; people who use emotion to make a decision, and people who use logic
STEP 3: Incorporate messaging for both buyer motivations– pain and gain. People who want to get rid of problems (move away from pain) or people who desire a result (move closer to gain).
So there you have it…the 3 steps for creating conversations that resonate and convert!
How do you think implementing these into your marketing strategy could impact your connection to your audience?
I’d love to hear your thoughts!
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