I once had a boyfriend who kept a file on me – not in a creepy, stalkerish way, but in a sweet, I care about this woman and want to make her happy way.
When we went for ice cream, he noted my favourite flavour. If a song made me smile, he’d write it down. If I mentioned a movie I wanted to see, it went on the list.
He paid attention to these details because he wanted to woo me.
I bring this up because…
THIS IS WHAT YOU NEED TO DO WITH YOUR CLIENTS AND POTENTIAL CLIENTS.
You need to keep a file on them.
Literally! Not just in your head but in a document somewhere.
When they tell you their dreams and their challenges, note the exact words they say…
AND WRITE THOSE BABIES DOWN!
Then, when you develop your marketing materials (emails, social media content, landing pages, lead magnets, etcetera) use their words!
Now you might think…
BUT WHAT IF THEY RECOGNIZE THEMSELVES IN MY MARKETING?
Awesome! If your clients and potential clients say “that’s me,” your marketing is doing its job!
You don’t have to say who said the phrase or sentence you use, just use the words.
For example, I once had a market research call with someone who said they felt “stuck in analysis paralysis.”What an awesome phrase! I used it in my marketing and almost everyone I spoke to was like, “Yes! I’m stuck in analysis paralysis! That’s me!”
Mirroring people’s words is part of active listening. It’s how we ensure we understand those around us and how those around us feel understood.
IT BUILDS CONNECTIONS.
When you actively listen to your clients, you don’t have to worry about what to say in your marketing because they write it for you.
So, pay attention to the words people say to you.
Repeat it in your marketing and people will start to pay attention to you.
If you’re like, “Where can I find more clients to listen to?” connect with me for a 30-minute complimentary marketing roadmap session.
