It’s true, you don’t matter.
Oh, and neither does your product. And, by the way, your company matters even less.
We must be joking, right? We’re pulling a fast one here, right? Of course you matter…right?
Nope.
“But,” you’re thinking, “Loud Sugar is a marketing and advertising agency! You exist because people like me pay you to get other people to buy products like mine. Your rent, your paychecks, your power, your equipment, your colorful shirts and deliciously trendy hairdos are all paid for by people like me! How can you possibly say I don’t matter?!!”
Because you don’t matter…but your customer does…a lot.
In fact, to us, your customer is everything, because your customer is what increases your revenues. We can’t take money out of your customer’s wallet. YOU can’t take money out of your customer’s wallet. Only they can. Effective marketing is only effective because it persuades a prospect to make the choice to become a customer. Want better conversion rates on your website? Want to increase your totals at the register? You can’t do it yourself, in fact you cannot do a single thing to increase your conversion rates, traffic or revenue without the help of your customer. Increasing conversion rates, increasing revenues, getting more ROI on you marketing comes one customer at a time, one decision at a time, one transaction at a time.
That’s why when we work with a client like you, the primary thing we explore is not your product, but who your customer is. Notice we didn’t say “who your customers are“? That’s because you’re not servicing multiple customers at a time — even if you’re doing thousands of online transactions per second, even if your store is jammed and the line is out the door, you are at any given point, only servicing a single person who will at that moment in time decide whether to purchase from you.
Demographics don’t matter, either.
Demographics don’t buy from you; individuals do. Individuals. A single person at a time. A person with problems & fears and dreams & emotions. A person with a name — let’s call her “Susan”. Susan only buys from you once you show that you can solve a problem for her…
(here’s the real secret to successfully motivating Susan. We’re about to share one of the secrets to our sauce. Are you paying attention to this? Are you applying this in your mind to your own marketing challenges?)
…and provide a gateway to experiencing a target emotion. Susan is seeking an emotion. That’s the key. Before you ever do any marketing, ask yourself what Susan wants. Is Susan looking for the sweetness of relief from simplifying her life by buying your appliance? Is she looking for a sense of thrill from safely going out of her comfort zone through buying one of your adventure packages? Is she looking for personal pride from looking better than her girlfriends by buying your latest high heel shoes?
Did you notice your product is the last thing to consider? That’s because it’s the least important thing to Susan.
Every time you tell Susan how great your product is, you are telling her that she’s not important to you, and she won’t buy from you because of it. But, if instead you tell Susan how much you understand her situation and how you can help her reach her desired outcome, Susan will be the first in line, the first to tell her friends and the first to come back again. And this isn’t just in the copy in your ad, this is communicated through your customer service, your attention to detail, your willingness to go the extra mile, the quality you insist on, the price you offer, and so on. Susan is listening to all of it, so make it all about her.
The secret
That’s the way you improve conversion rates, increase your revenue even in a recession, and create more traffic.
It feels pretty good to see your revenues improve. That’s exciting and comforting all at the same time, and we want you to experience that from your marketing. That’s why we do things differently at Loud Sugar than most other marketing firms do. That’s why we give you some of our best secrets for you to use freely. We do it because you’re important to u…uh…oops…we let that slip, didn’t we?
Okay, okay, it’s time to come clean…
You really are important to us, just not as important as Susan is.
(Agree or disagree? Love it or hate it? Want more or want us to go away? Let’s hear it!)
