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}