Make Marketing Communications That Speak Your Customers’ Language
6 months into our healthy food start-up, we have started speaking a handful of new languages. It took us a little while to learn them, but a tool called the “Customer Buyers Persona Template” has been our Rosetta Stone. We are quickly figuring out that the language (and slang) our customers speak is the key for effective and engaging marketing communications.
Before absorbing the language of our customers, we had divided up our segments by demographic and psychographic indicators. Through the first few customer interviews and some quick Internet research, we figured out age, income, lifestyle and benefits sought for our customer segments.
But now, after six months, we have a history of conversations in personal selling, and interactions on Facebook, Twitter and Email to draw from. This resource is proving to be our greatest marketing input.
Rather than using a standardized marketing message across our collateral, we are learning to speak unique languages to each group.
At first, we were “creating fresh and wholesome meal solutions to enable healthy on the go lifestyles.” Turns out our youth athletes are telling a different story about Meal in a Jar than our young professionals, our gym junkies and our seniors. To one group, it’s a yummy snack before skating practice, to another it’s a nutritious and affordable alternative to fast food, to another it’s protein packed vegetarian options on the fly, and to another it’s a time saving option for feeding the family on Wednesday night. So what are our key takeaways to share?
Speak new dialects.
You story is told in the different languages of your customers. By seeing your customer groups as unique language-speaking groups, you can refine your value proposition and marketing communications plan. This revised customer-centric strategy is helping us untangle our messaging and speak the language our customers understand.
Submerge yourself in new cultures.
Ever been dropped into a new country and seemingly acquired the language faster than you ever did in school? Our real world conversations are proving way more valuable than our roundtable chats about what we think customers want. By engaging in Tweets, Facebook threads, and remaining active with personal sales, we are continuously learning new words, catch phrases and benefits to incorporate into our messaging.
Keep a list to make a pitch.
Nothing is more valuable than real world quotes from your customers. Write down the objections, pain-points and wish lists from each customer segment, in their own words. You can mine Facebook, Twitter, Emails, personal interviews and personal sales conversations for quotes to help you build an effective customer persona. From each detailed persona, you can nail a concise elevator pitch for targeted marketing.
Co-founder of Meal In A Jar