The internet, social media, hand held gadgets. Consumers got ’em. They also got a Barnes and Noble on nearly every corner and can have Amazon deliver any soft or hardcover to their doorstep within 24 hours. They go to networking meetings, support groups, and educational conferences and presentations. They know where to find information. Are you having smart conversations with your market? Here’s 5 Ways to have Smarter Conversations with Your Costumers.
Yes, I know, I just posted a link to the importance of health literacy, in other words, making your words understandable, clear, and simplistic so that your customers may understand what they need to do or comprehend. Very important stuff especially if your company provides educational material about things such as diabetic diets or medication administration. But, if you know the niche of consumers with whom you are conversing (yes, marketing is a “conversation” of sorts), then you should know what information is out there, what your consumer understands, and learn how you can best continue ongoing conversations with them.
NOTICE ANYTHING? HAVING SMARTER CONVERSATIONS REQUIRE YOU TO BE SMARTER. NEVER GET FLABBY; ALWAYS STAY INFORMED. THIS IS NON-NEGOTIABLE TO HOLD THE ATTENTION OF SAVY CONSUMERS. EH-HEM… STAY CONNECTED AND STAY FRESH AND YOU’LL NEVER BE THAT BORING GUY WAITING BY THE RESTROOMS!
1.) Don’t treat your customers like idiots. Know what your customers know. Use language that they use. Yes, don’t go over their head, but deliver written information in a way that they don’t find themselves saying, “Blah, blah, blah…” and ultimately end up tossing your flyer in the nearest recycle bin or returning to Google search to click on the next website. This takes research. It takes understanding not only your customers but also takes being up to date, even better- ahead of the game, with the latest trends, information, and research in your field.
2.) Get their brains clicking…and their fingers clicking on your website, or tapping your health and wellness business’ phone number into their phone. Provide new and inspiring information. This requires (dare I say it again?) Knowing your niche market. It may be perfectly reasonable to provide a fall prevention checklist if your consumer is a first-time caregiver worrying about Mom staying at home alone but, if ALL of your other competitors are doing the same thing or if you want to maintain an ongoing relationship with seasoned caregivers, you better be ready to tap into new resources, like technology or financial options.
3.) Take a Fresh Approach…Okay, if you must publish a fall prevention checklist, try writing an original article about medication side effects and their correlation to falls. Or try a different angle, like spring cleaning and ways to re-organize closets and cabinets for optimal functioning in early Alzheimer’s patients. Be timely. Don’t publish an article on how to make a gluten-free turkey dinner in April. Try a new, lively tone. Mix it up. Keep it exciting.
4.) Share their Passions. If you know that your niche market is passionate about dietary affects on autistic-like behaviors, you’d better be too. And, you better reflect that in your written collateral. If you know that breast cancer survivors also show an increased interest in spirituality, join them in understanding certain aspects of that journey, like meditation. And don’t fake it. Get to know it. Understand it. Embrace it. Passion can never be mistaken for passivity.
5.) Grab ’em… When your best friend calls and says, “OMG! You’ll never guess what I heard!” you listen, right? In all writing and in all conversations, lead with the attention grabber. Get that idea you can’t wait to share with your customers out there, right away! Ever had to, or want to, tell a person, “Get to the point!” Well… your customers don’t have to sit through a boring conversation at a cocktail party with the guy who strategically positions himself between the buffet and the restroom. You shouldn’t expect them to.