Today’s topic comes about because I get a lot of emails and I do not like to be included as a group of people. Customers like you, etc. I’m a me. I’m just me.
Now whether I’m buying as for my business, where we have a whole bunch of staff and it’s a company, whether it’s that or whether it’s personal or whatever, I want to be treated as me.
And it’s the same for your customers or your potential customers.
So the other day, someone wrote to me, and said, ‘As a loyal subscriber.’ I’m not a subscriber. I’m me. I’m Jon. Don’t think of me as part of your list as a subscriber, as a member.
Treat me as a person. Don’t think of me as a company owner. Don’t think of me in that way. I’m an individual.
So, take my fire protection company, we sell to some huge organizations. We sell to councils. We sell to governments. We’ve even sold to Buckingham Palace.
But when we sold to Buckingham Palace, we didn’t sell to “Buckingham Palace”, but we sold to the individual person who placed the order.
Now that individual person may place another order. In fact probably has. But we as a business need to build a relationship with that individual person. Not with Buckingham Palace.
I know that the queen is not going to be reading our emails. Now the person may have been a manager, and they could have had any kind of level of position.
Think of Each Person as a Human
We need to just think of them as a human. So that person, they commute to work. They listen to podcast, they read books, they watch TV. They go to movies.
Try and think of them as an individual. This really will help your communication.
Now whether it’s by social media, if you’re tweeting, when you are tweeting out, don’t think that you are tweeting out on mass.
Sending out your offers into the twitter sphere, imagine you are sending a tweet to your ideal customer. Your one type of person, to an individual.
When you are sending emails, when you are writing emails, whether it’s an autoresponder sequence, where it may guide up to somebody in 6 months’ time. Someone that you don’t even know in the middle of the night.
Imagine that you are writing to your friend, or to your one customer. If you are getting stuck on how to write, or what to do, use your imagination.
Imagine your friend, like our Avatar, our ideal customer is Mike. So sometimes when I get stuck, I start off with, ‘Hey Mike, what did you do at the weekend?’
Well I did this, I did that. And I actually write as if I am writing to my friend. Now this doesn’t get sent. This is just to get me into the swing of writing to Mike. Writing to a single person rather than trying to imagine, writing on mass.
Now as a I get into the swing of the writing, I then delete that stuff. And keep the content for later, but by then I’ve got into the notion. I got it into my head that I am communicating with a single person.
Once you can get that going, you will find that your marketing material is a lot more successful. Now you’re going to think, well how can I translate that on my website? How can I translate that into my brochures and other print out content?
How Can I Translate That Into Content?
Well just remember every single person that reads, whatever you’ve produced is a single person. They don’t hold it up in a group and all read it at the same time. It’s just an individual.
And that individual will feel much more in sync with you, and much more appreciative if they feel that you have empathy. If you are talking to them. Just them. If you refer to them as part of a group, it’s not going to work, unless of course they are part of your community.
I mean if you take something like, say John Lee Dumas of Entrepreneur on Fire, refers to his list as fire nation.
Now he gets some built up and they feel part of a community. So that’s slightly different. They want to be the part of community because they are proud of it.
But generally if you refer to people, I mean if you refer to your list, or your members, or your, just if you say, all our customers. That’s of no use. Just talk to an individual. Talk to you. You can say you as a loyal customer of ours, that we have appreciated because of your whatever, whatever. You can talk to them in that way, but remember it’s just that individual.
Tuesday Toolbox Tip
Okay, it is Tuesday. Time for a toolbox tip. And today it’s for a, it’s a British tool actually, I discovered. Although it doesn’t really matter. It’s called designrr.
Now at the moment, at the time of this recording, it has a special offer. So when you go to their site, just check out their special offer, because this one isn’t free.
But I will talk about lead magnets and content upgrades again. You’ll have to go and see, what all that’s about. But that site will show you. It’s got a good example. A fantastic video show us how this works.
But what it does is it takes content from your website, from any website you have, and it will create it into a lead magnet, or into an eBook. Something that subscribers can then sign up for, to receive and add to your list.
So if you got a blog post, in fact you can actually add 3 blog posts in, I believe. If you got a blog post, on your website, it’s got the header, the sidebar, the social media share buttons and the footer and the comments on the bottom, and all that stuff. This extracts it. It is really clever.
You really do have to go watch the video to see. But it’s an easy exclusive way of creating something for someone to subscribe to.
Go check it out. It’s awesome and I will be back Thursday with a Drive Time Podcast recommendation.