I’ve talked to marketing clients who personally hate social media, because they consider it an invasion of privacy or a waste of time, so they don’t want social media accounts for their businesses.
People have told me that because they personally don’t want any more email, they don’t want to offer a business e-newsletter.
It’s great to have empathy for your customer and it can be helpful if you‘re serving a clientele like yourself, but make no mistake — your marketing is designed to appeal to your current and potential customers, not to you.
Look out the window, not in the mirror
I absolutely get the instinct not to flood your customers with email — we’re all drowning a bit and you don’t want to irritate people who spend money with you.
But data show that e-newsletters are effective in driving sales. Assuming you‘re only emailing people who’ve opted in to your list and they can unsubscribe any time, you are only dropping your love notes into the inboxes of people who want to hear from you.
If email is effective and people have asked to hear from you, why aren’t you sending emails? Because you don’t want to hear from you?
If customers want to learn about you or talk with you on social media, do you really want to hide from them?
Watch what’s effective in boosting your sales. Ask your customers what they want and need. Keep checking your assumptions about your own preferences against what works for your customers.
Talk to your client, not yourself, in your marketing
I recently went to a Spark Manhattan event for freelancers called “How to build an inspired business.” We worked on mission statements built on what inspires us to do the work we do.
I get fired up working with smart, motivated people because I learn from them. I enjoy helping entrepreneurs tell the world what they’re good at so they can thrive doing what they love.
But that’s what speaks to me about my business — my clients want to know what I’ll do for them, not what they’ll do for me.
Many business websites spend more time talking about their experience, their processes and what they do than on the benefits to customers.
If you‘re talking about yourself, whether it’s your proprietary methodology or that you simmer your sauce for three days, just keep asking “Why does my customer care?” What’s in it for them?