Don’t do what I do
In a group of similar people, it’s often tempting to ask others how they do things. It’s a comfort to feel a sense of ‘sameness’, knowing that we’re not alone. Surely if others have succeeded then we may be able to repeat their formula and do the same.
Some things are pretty straight forward: how to install a software package; how do I register a business; how do I set up an email address?
With marketing, each of our customer and client scenarios are unique, because our people who matter are unique. We are dealing with real humans. Everyone we deal with – from the CEO of a large company down to the work at home Mum trying to run a side-hustle – has worries, hopes, fears, memories, desires and needs.
Mathematically speaking
Let’s say you’re a maths tutor.
Your customers might be parents, between the ages of 30-50, above average income, two cars, a mortgage and children aged 9- 14.
All of that may be correct – and useful – if you’re doing some kind of demographic targeting. Psycho-graphics give us an alternative view on these people, so we have to ask different questions.
What matters to these people? What does it give them if their children improve or succeed? How does it improve or maintain their perceived status?
It might be that your customers care deeply about their children not falling behind in school. It may bring back memories for them about the failings of their own education. Alternatively, those parents may have been high achievers at school. It may be important for their own sense of status to ensure that their children have the same experience.
Whatever the stories that our clients/customers tell themselves, what matters is that we are helping them achieve what they want to achieve.
Marketers make change. We change people from one emotional state to another. We take people on a journey; we help them become the person they’ve dreamed of becoming, a little bit at a time.
THIS IS MARKETING – Seth Godin
If we frame our marketing this way, it becomes less about how our cohorts are doing it and more about finding the best way to connect with the people who seek the change we’re offering.
Not doing what I’m doing is what is needed
Don’t do what I do because it might work for you. Do the things that WILL help others become what they want to be*. With care and commitment it WILL work for you.
*Stay tuned – next week I’m going to delve into one of the most frequently asked questions… ‘what do people want’! Follow my Facebook page for more info.
If you want to get started on building the strategy that can reach and connect with your customers, get in touch here.
