Talk about them not you
Whatever marketing channels you decide to use (we’ll come onto that in a later blog), if you want to grab the attention of your target audience, you need to make sure you are talking about them, rather than you.?
Nobody cares what you do!
Rather a blunt statement, but so very true.
They don’t care that you believe you are the UK’s leading provider of….
If you’re a small business, how are you going to gather proof that you are the UK’s leading provider? If you cannot back up your statement, it’s not worth using and your target audience won’t believe you.
They don’t care that you’ve been trading since the year Dot.
Business changes at an ever faster rate. In 1984, the FTSE100 was established. In 2017, just 28 of the original 100 remained. Some of the biggest, and most well known, companies did not exist 30 years ago.
- Amazon formed in 1994
- Facebook formed in 2004
- Uber formed in 2009
Some people may consider older companies to be stuck in their ways and unable to adapt to modern business or society.
The fact that your staff have all the latest badges won’t impress them – well, maybe a little
The badges are signs that your staff have taken, and passed, exams. They have the theoretical knowledge, but can they put it into practice?
Your ability to talk in jargon from your industry really won’t impress them. Indeed, its likely to put them off.
If your target audience is going to engage with you, they want to understand what you are talking about. They want to be able to clearly see what working with you will get them. You need to learn their language. In a completely different location, think about this. Spanish waiters learn English so they can serve you and take your orders, but if you know some Spanish and can talk to them in their language, the service you get is so much better.
They care about how you can help them!
People buy a solution to a problem. The classic adage from marketing classes is that people don’t buy a 1/4 inch drill bit, they buy a 1/4 inch hole.
- They want to communicate better, not buy a Unified Communications platform.
- Directors want their teams to be able to work effectively, not buy IT support services.
- They want more engaged staff, not L&D consultancy.
What they are buying is all in the 2nd half of these sentences, but what they want is the first half.
Talk about their issues
Doing this shows that you understand them. It shows that you have kept up with what is important to your target audience.
Making their issues go away
The issue that is their top priority right now is one that is impacting their business, or them personally. If you talk about solutions to that issue, they will pay attention. They will want to know more about what you do and how that will help them.
If you’re selling unified communications (for example) solutions, what will better communication do for a company?
If you sell Leadership & Development training, what does a company get from having more engaged staff and higher staff retention rates?
In the same way that TUI shows you pictures of pristine beaches (with no litter and crowds rushing for the sunbeds) and Apple shows you wonderful night time pictures of your family, you need to get your target audience thinking about the end result.
Where you should talk about you
There is only two places you should be talking about you:
- Your About Us page.
- Your personal LinkedIn profile
By talking about your target audience, you demonstrate that you understand them. Most of your competitors will still be talking about themselves, so you can grab the attention of your target audience by being different.