Owning a Different Type of Conversation


Last week our blog discussed customer centricity in a piece How Ready are you to Shift to a Customer-Centric Business?. It discussed that if you’re going become a customer centric marketer, you need to first understand all the potential consequences before you dive into it. One consequence and an area that often gets overlooked is often the most critical; that is the content and language you use as an organisation to connect with your customers.

Content and customer centric thinking for many is not nearly as established as we would like to believe, or as much as organisations think they are doing. Many organisations still think in the product is king/solution-selling way; a belief that should not be the focus for a marketer. It’s an unfortunate fact though that no matter what organisation you look at, customer-centric over product centric thinking is rarely present; even in the social realm many organisations are still focused on themselves.

 “No-one’s interested in your marketing. As soon as you realise that, you understand how hard you have to work to get their attention – especially when they’re in a social situation, such as Facebook, Pinterest and Draw Something. You must engage, be relevant – say something interesting”, according to Creative Director and ADMA Copywriting Education Tutor, Jon Maxim.

Nobody likes people that only talk about themselves. Why would a customer feel any differently about an organisation doing so? In order to be relevant, ask yourself: “What unique offering can I provide to people in the social domain to make them actually want to engage with me?” Or more importantly, “how can I innovate my offering in such a way to influence customers into my organisations’ social circle”. “How can I engage (and listen to) them in a way that creates value, in their own time and in the way that they want to be engaged with”. And that’s what it’s about; it’s about owning a different type of conversation.

“You must engage, be relevant – say something interesting. Simply tweeting your corporate message is to miss the point; your market is a market of one. One busy, cynical, tired, overworked person who doesn’t just not care about you, they’ll actively avoid your sales pitch. For organisations who rise to the challenge, it’s a whole new world of possibilities” Maxim notes.

There is always a world of possibilities to convert company-centric content into customer-centric content. How about the next time you plan promote your next offering with a self-serving piece, try something that creates value to your audience. Rethink the way you market by adding value through leadership, or even problem solving. For example, learn how to better serve your customer by providing a resolution to the problems that they are having. Don’t know where to start finding their problems; Google it.

In the end, your social networks are your brand. If your organisation is truly customer-centric, your content needs to be, too. A customer-centric conversation does not need to be about the customer, but it does need to benefit them. As long as you’re not talking ‘me, me, and me’ and practicing what you preach, i.e. serving the customer. Then you’re on your way to complete customer-centricity.

Don’t forget. This Friday, Jon Maxim will be delivering a FREE Lunch n’ Learn to ADMA Members on “Maximum Copy” where he will showcase how to maximise your copy with 45 copy writing tips in 45 mins. Email your interest to membership@adma.com.au


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