Who R U Marketing 2?

Article contributed by Geoff Kirkwood.

In one of his recent MondayMorningMemo issues, Roy H Williams (The Wizard of Ads) states that “markets consist of human beings, not demographic sectors”. Yet in typical “market speak” customers and potential customers are described as the “target market“.

Unfortunately, to reduce people to a demographic is to remove the one factor that will work for you more than any other  –  the human factor.

Markets are made up of real live human beings who have all the aspects of life that we have. Mortgages, families, fears, achievement, sadness, success, car problems, illness and death, love, hate and everything else that makes us all human

So who are you marketing to and what does your marketing look and sound like? Do you talk to and market to your clients and prospects with heart and if not, how is that working for you?

Some tips…

1. Always use first names in emails, letters, e-newsletters and of course when phoning.

2. Always have a personal name on email addresses. admin@xxx.com or info@xxx.com should be abolished.

3. Use personal language that helps others relate to you. Group words like “you people” are relationship killers.

Take a look at all of your promotional material, including the way you speak and interact with your market and ask the question “how much humility is there”! If none or little, then it is time to change!

…… The Referral Master