How to reach the customer?
Nov 10, 2010
2 Comments
Just 20 years ago, when we saw a link to another useful book in a learning/training book, we probably would have rejoiced and thanked the author for such a touching concern for our (the reader’s) time. Today, a reference to another book, with information about where to buy it, irritates your readers. Why is it that what worked successfully 20 years ago today has the opposite effect? A clear answer to this question doesn’t exist. Let’s examine several aspects of the phenomenon.
“You are a spammer” thinks your client and closes the book or ignores your product. As a writer you thought about the reader, and when you gave a link to another useful book, and showed where to buy it (so what if it’s a book authoured by you too), why does it makes the reader unhappy? Probably the method chosen to deliver information is not truthful. Have you given the reader a choice? Wouldn’t it be better to just add a * in the place where you need and make an intelligent little footnote. If it interesting to read, your reader will certainly find it.
Communication itself is your product.
20 years ago, active sales was performing well and the method “who shouts louder” was acceptable but today it doesn’t work. Everybody’s shouting about their products’ goodness and this noise has brought the natural reaction from consumers to protect themselves from intrusive advertising. Getting blacklisted is easy, but to earn trust and respect is hard work. Use your imagination; put yourself in your customers’ shoes and they will be ready to communicate. But communication has to be trusting, enjoyable and rewarding for both parties.
The keyword is reciprocity.
Good relationship with your client is built on trust. Let him hear your message and take it positively. Trust in the potential of any respected brand, the more trust you earn, the more effective is your marketing. Some believe that the active intrusive sales “on the threshold” can save you time, but if you think about the reputation of your brand, choose the path of friendship and cooperation, it’s more effective.
Related posts:
- Advertising techniques for a bloggers. The first activity is building a communication.
- “Let me introduce myself”’ or how the direct mailing works.
- Advertising technique “You have problem – we have the solution”
- How good is your brand awareness? (Are you the brand?)
- Advertising technique – It is me and it’s mine
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