Richard A. Lindsey, CPA Lindsey & Waldo, LLC – Certified Public Accountants
  • A Tried-and-True Strategy for Connecting with Customers

    Mar 3

    Current research suggests that we are bombarded with between 300 and 700 marketing messages per day. Current research also indicates that we take note of less than half of those messages, and far fewer make a strong enough impact to be recalled, make an impression, or make a sale.

    Here’s a tried and true strategy for connecting with your customers and prospects. Legendary copywriter, Robert Collier, pioneered and perfected an effective strategy he called “entering the conversation already occurring in the prospect’s mind.” Instead of going straight into your pitch marketing message and being ignored like everyone else, do something different. After all, if you do what everyone else does, shouldn’t you expect the same mediocre results?

    Instead of hitting your prospects over the head with your message, first capture your prospects attention by using something they are already thinking about as the hook. Then, make a smooth transition into the marketing message. This strategy has been proven to work over and over again. There are several ways to implement this strategy. One is by using holidays.

    Holidays are always on people’s minds. For instance, right now people are thinking about what they are going to do for the upcoming holidays. Where are we going for Christmas or Hanukkah? Where’s the New Year’s Eve party? Am I going to make (and keep) any New Year’s resolutions? Where should I take my sweetheart for Valentine’s Day? Where’s the best place to go for some corned beef and cabbage on St. Patrick’s Day?

    And on and on. Those are just the major holidays in the next four months. There’s a major holiday almost every month. There are also obscure holidays you probably never heard of nearly every day of the year. You did know that December 25th is also National Pumpkin Pie Day, didn’t you? So, why not make a connection with your prospect by “entering the conversation already occurring in the prospect’s mind” by relating your message to the approaching holiday?

    You have to make a reasonable connection between the holiday and your offer. Otherwise, the prospect will feel like you tried to trick them and that’s no way to get them to know, like, and trust you, let alone buy something from you. It’s really not that hard. You can probably come up with several ideas if you just sit down and think about it.

    New Year’s Day is easy. Think about tying your message to something new or to a New Year’s resolution. Health clubs and gyms do it every January. The air waves and ads talk about the most common New Year’s resolution around – losing weight. With the promise that this year — you can do it… you can have that new body, the new you — with our help.

    And, of course, you can have a “sweetheart” deal for Valentine’s Day.

    This is a powerful, tried and true marketing strategy. And the best part is… if it works this year, you can recycle it again next year!

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