The Fatso Boss

Can you be sure your target customer is getting the right message?

A colleague of mine tells a story of calling himself the “de facto boss” to an audience. It must have been lost in translation, though, because the resulting transcript touted him as ”the fatso boss.”

Take care when speaking to your customers that you don’t alienate them by using too much lingo. You never know what they’re hearing.

Making The Connection

Corporate marketing materials are something to behold, aren’t they? Full color, glossy advertisements that are great at communicating their message. Big budgets allow large companies to go all out. Want folks to buy your perfume? Stick a sample of it in a hot fashion magazine. Selling a car? Make a zippy commercial with a sleek convertible skirting the side of a mountain.

Smaller businesses don’t often have the advantage of bottomless pockets for marketing campaigns. But that doesn’t mean that you can’t create a message that packs a punch.

The secret? Hit ‘em where it hurts.

One of the biggest benefits of being a small business owner is the power to connect emotionally with your customers.

It doesn’t matter what they’re buying, there is always a human being on the other end of the purchasing decision. Your job is to make a connection.

Sparking an emotional connection with a customer isn’t difficult. Tell your story. Get your customers emotionally involved with your products by describing them in vivid detail.
Let’s say you’re shopping for peppermint soap and need to choose based on the descriptions from two different soap companies:

Shop A

“Peppermint Soap. It will leave the user feeling fresh and clean.”

Shop B

“Think candy canes on Christmas morning. Our cheery peppermint soap will leave you feeling refreshed and ready to tango with Santa.”

Which one do you want to buy?

{Photo by mark_sebastian}

The Three Letters That Will Send Potential Customers Packing

Here’s a question I received recently from a client that needed some editing work. She agreed to let me share the question and answer with you:

QUESTION

Erin, When you were editing the product descriptions I sent you, you removed the abbreviation for etcetera several times. I think it sounds like I have a lot more to say and would entice customers to want to learn more. Are you just being nit-picky or is there a real reason for me to not use “etc.” in my writing?

ANSWER

Sometimes, the devil really is in the details.

Let’s say you are selling an orange and you want to describe it in juicy detail to your customers. You want them to feel the chilly peel and see the vibrant color.

It might sound something like this:

“The orange is sweet, ripe, etc.”

You’re painting a picture. But is the picture as strong as it could be?

When you’re describing a product, make your statements clear, concise, and truthful. Pick the best benefits and sell them the best way you know how.

Sentences that conclude with the abbreviation etc. imply that there is more you could say about your product or service, but for some reason you choose not to. It makes your sentence look weak and makes your customers feel a bit slighted. If there are more benefits, spell them out.

Customers often respond best to benefits or advantages if you present them in groups of three. For example:

“Our fresh oranges are juicy, sweet, and delivered to your door within 24 hours of harvesting.”

You want to paint a picture of your products that makes your customers want to buy. By clearly laying out the details, you create a more convincing story and a stronger brand.