“Designing a presentation without an audience in mind is like writing a love letter
and addressing it to Whom It May Concern.” (Ken Haemer, ATT)
Running a business (and I mean any business) without a specific audience/customer in mind, is exactly the same. When you try to connect with everyone, no one really pays attention.
And why should they? Not everyone wants, or needs, what you have to offer, so why try to sell to everyone?
Sure, I know, with all the buzz over “how to connect with customers through social media”, we hurry out to post, but forget to sit down and figure out who really is our customer. And should we take that precious time out of our already busy schedules? A customer is a customer, right?
Sure, social media is attractive because it covers the whole world. Anyone can be your customer now, but that is not really true. So before you start tweeting about the next big thing in your business, maybe its time to rethink your original business plan.
Go back to your mission statement. Your marketing plan. Think about why you started your business, and who you were out to help. Your customer, who was that?
Just because you have the twitter universe to capture peoples attention doesn’t mean that your business should target all the people in that universe. First of all, its too stressful to think about talking to everyone in the universe. And second, who has time for that?
Let’s look at one of the best marketing brands in the Universe: Nike.
Do they know their audience?
Well, if you go to their website and read their mission statement it says:
OUR MISSION: TO BRING INSPIRATION AND INNOVATION TO EVERY ATHLETE* IN THE WORLD.
*IF YOU HAVE A BODY, YOU ARE AN ATHLETE
Is it everyone in the world?
Ok, well they are thinking big, but if you look at their real audience, you will see that they are doing their homework.
Nike knows their audience. They understand their customers.
So now its time for you to do the same thing.
First Rule: Know Who Your Customer Is
- Study them
- Walk in their shoes
- What keeps them up at night?
- How do they make a difference in the world?
- Imagine their day….hour-by-hour
- What do they earn? Does it matter how much they earn?
- How do they live? How do they spend their time?
- What do they dream about?
- What did they look like as a kid? What did they play? What shaped their psyche?
- CREATE A CONNECTION
Second Rule: Know what they care about.
- Now link yourself to that purpose.
Once you know and understand what motivates your audience (customer), you can present that idea to them in all of your marketing and messages. Finding what they care about, and speak to their desire. That is what resonates with people in social media today. Its not about everyone, its not about you. Its about the people who connect with your idea.
And you have to sit down, write it out, put your answers in front of you, and then you can market your business. Nike knows that everyone who has a body is an athlete. But they are taking the time to learn what motivates those bodies, and then connecting their products to that desire. Who wouldn’t pay more to get what is really deep inside us?
Figure it out before you start posting, tweeting, pinning, advertising…..
It will pay off.