You already know that you need to learn as much as you can about your customers or consumers. Here’s another tidbit to look out for, courtesy of the brilliant William Leach and his powerful book Marketing To Mindstates.
Better Way to Communicate
Figure out if they see the world through a more positive or cautious lens. Knowing this, and then framing up your communications accordingly can make a world of difference!
This video originally appeared in LinkedIn
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TRANSCRIPT:
– Hey, guys, it’s Rebeca with BrandTrue, and I want to share with you a nugget that I think can be really insightful for better connecting with your target audience, especially if you’re someone that’s a service provider, as opposed to selling a product. So I learned this from Will Leach, he has a great book called “Marketing to Mindstates,” where he shares a lot of great things, but one kind of small nugget that absolutely blew up in my thinking is this idea that people can have very different orientations. They can be very cautious, or they can be more optimistic.
So for example, if you’re selling a security product, do people want to be talked to in such a way that you’re selling them more security and more safety, or are they someone that needs to be talked to as less danger? So you can see how it’s the same product or the same service, but a really, really different kind of energy, a really different direction. And understanding that, taking a look at the sorts of things that they say about themselves and trying to get to know them and see if you can tease that out, more cautious or more optimistic, it can really do powerful things for making your messages connect with people. Give it a try. Let me know what you think about it. Bye!
