A while back, I wrote an article about hype in marketing. As I wrote I was thinking mainly of the ‘gurus’ who use exaggerated language and wild promises to get people excited about buying what they’re selling.
That’s where I was coming from when I wrote it.
One of my subscribers wrote back and said how sick she was of the political shenanigans etc…
And yes, her underlying assumption was correct: what the candidates do to persuade people to vote for them is also marketing.
The email from my subscriber reminded me once again how important it is in marketing to be aware of what the people you want to attract to you are thinking about so you can tailor your words to them.
They are reading your message through THEIR lens, NOT yours.
What do they WANT? What are the problems they face daily that you can help solve?
One of my mentors put it very succinctly when he said: “You have to join the conversation that’s going on inside the head of the person you want to attract.”’
With that approach you have a better chance of connecting in a way that makes sense to them.
If you'd like to learn more about creating a profile of the clients you want to attract, so that your words resonate with them, go here to get in touch with me.