How Shopping Can Help You Become a Better Marketer
Posted by December 23rd 09
Love it or hate it, the holiday season is a largely commercial event. Those of us who dread shopping can at least look at the annual exercise as a good opportunity to analyze our own experiences as customers - then figure out how to replicate the positive experiences in our own marketing efforts.
Your purchasing decisions are often made for reasons of convenience or affordability; but what kind of stores make you actually enjoy shopping? In an interview in the book Blog Blazers by Stephane Grenier, marketing guru Seth Godin makes the point that in business, people tend to focus on the task at hand.
"But there's something else that's far more important, something disconnected from what's produced but certainly related: how you made the customer feel. How's this for a 98-per-cent rule? By a factor of three, what you do is not nearly as important as how it makes people feel. If you buy that, then the question is this: Why do you spend almost all your time on the wrong thing?"
Whether you shop in malls or online, take a step back and think about what draws you to particular vendors, and how you can apply it to content marketing:
Is it the relaxing mood or funky environment of the store? How to apply it in content marketing: Does your content have an interesting personality? Is there a face to it?
Do they sell great products that you just don't see anywhere else? How to apply it in content marketing: This is easier said than done, but finding original, funny or funky ways to offer your product will set you apart.
Do they recognize that you have absolutely no idea what to buy and help you figure it out? How to apply it in content marketing: Think about how the "lost" or undecided customer would approach your site or product. Are they likely to be intimidated by it, or feel embarrassed asking newbie-level questions and walk away? Think about ways you can make them feel more at ease or help find what they're looking for.
Perhaps the store constantly updates its stock and you just can't help stopping by to see what they've got? How to apply it in content marketing: You don't want to change things just for the sake of changing them, but frequent updates, tweaks or new twists will definitely pique curiosity and keep people coming back to see what you're up to. Something as simple as a daily quote, joke or cartoon on your site might be that little touch that lets people know that you're always on top of things.
Do they provide added services that you don't find in other shops - like free tailoring or discounts on your next purchase? How to apply it in content marketing: We all remember service providers that go that extra mile for us and we all love stores that offer free samples. So why not offer something extra with your ebook or white paper? If you can get creative and think of something fun that will get people talking about you, all the better.
posted in Tips and Techniques
March 2010
