Know Thy Customer

When preparing any kind of sales, marketing or customer service communication, you need to understand what the customer or prospect wants, needs and fears. What problem does your product or service solve for her? What alternative products would she consider and why?

Ask for Customer Feedback

Don’t be afraid to talk to customers and ask them. If a prospect ends up not buying from you, ask what factored into his decision. When a customer cancels a regular service with you, conduct an exit interview to find out what went wrong. If it’s not practical to talk to customers directly, then talk to your salespeople. They are a great source for customer questions, feedback and objections. Examine social media posts referencing your brand as well as online reviews. Do the same for your competitors to see what their customers like and don’t like about them.

It’s also important to continue to survey customers continually. Their attitudes and needs may change as a result of new competitors, substitute products, cultural shifts and economic conditions. You may also have a new product or service that could benefit from customer feedbackc.

Incorporate what you learn into web copy, emails, sales scripts, presentations, brochures, and any other non-billing outreach communication. Be consistent and persistent in communicating. It takes multiple exposures to information and ideas before a prospect will take action. The goal is for prospects to reach out to the company via web form, email, phone or in person. This will hopefully lead to a future sale.

Take notes and give them to your professional copywriter, who will use this information to create headlines and sales copy that effectively motivates prospects.

Finding Your Brand’s Personality

brand personality

One of the things that makes your brand memorable is consistency. Your brand, like an individual, should have a personality that is based on your product or service category, industry, target customers and competition (in that it is different from them). Every marketing or sales communication from your brand, whether it is spoken, written or non-verbal (visual, scent, auditory) should convey this unique personality, in what we marketers call a voice.

The voice of your brand will have a tone (reassuring, confident, brash, playful, laid back), and this will dictate the words that you use. A playful or laid back brand voice will use contractions to be less formal and simpler words, even in some cases, slang or emojis. A conservative, trustworthy voice will use more formal language and more sophisticated vocabulary.

What determines your brand personality?

There are a variety of things that factor into the right brand voice. For small businesses in particular, the brand culture and its voice come from its founder(s). What kind of person founded the company and what values did he or she infuse into its DNA? Next, consider the products and services that the company sells. A company that sells surfboards is going to have a very different voice from one that sells private banking.

Along these same lines, consider the customers. Are they buying from you to have fun (ie. entertainment), for basic life (ie. groceries) or for security (life insurance)? What demographic and psychographic profile do they fall into?

Finally, think about where your company falls in relation to competitors and the market in general. Are you the market leader that has been around from the beginning or are you the brash, new upstart?

Let Pro Creative identify your company’s unique personality and voice for highly effective marketing communication.