What Your Customers Really Care About
Odds are you don’t know.
Here’s why I say this:
Most marketing is based on getting people to care about stuff they just don’t care about.
Example: People don’t care about plumbing. Talking about how long you’ve been in business or your great equipment will not make them buy.
This is important to the plumber. But it’s NOT important to your customer… Really.
These are three things to get much better results…
1. WHAT you say matters a lot. Great marketing isn’t about you or your product and services. It’s about speaking to a need. Tell them how their life will be better.
2. HOW you say it matters. Keep it simple. Talk like a person, not an industry catalog or brochure. People don’t say, “I have determined I need professional plumbing assistance.” They say, “My pipes are busted; get your butt over here fast.”
3. It’s NOT about you. Speak to what the customer ALREADY cares about. I can’t imagine anyone having an unfilled desire to have a ‘Free 11 Point Plumbing Inspection.’ But every homeowner in America has nightmares of waking up to basement full of water.
These same reasons are why Exceptional Living is unlike any customer newsletter out there.
It talks about what your customers are interested in. It’s a fun and interesting distraction for them.
Yes, it sells. But low key and under-the-radar.
Its style of writing is remarkably similar to these emails. Not a coincidence, by the way.
The December issue of Exceptional Living will be ready this week. Your customers will love it.
I’ll keep you posted.
Let’s get to work,
- David Gruttadaurio
“The Print Newsletter Expert”
Newsletter, client newsletter, customer newsletters, marketing newsletter, patient newsletter, print newsletter
