I was asked an interesting question yesterday morning at a Breakfast Business Boot Camp I’m doing in Oxford, MI. “How do you get past the moniker of this being a ‘business’ program to reach people who could use what you’re teaching but don’t see themselves as a ‘business’?”
The question was asked by a minister who saw value in the marketing & advertising series I am doing in Oxford this month. She has found great value in the first two classes but hasn’t yet convinced other churches of the value of attending these “business” classes (even though they are free and you get fed).
That is a universal problem with all of us. How do we convince people who we know would benefit from our products but don’t identify themselves as a typical customer of our business to become customers?
“A man convinced against his will is of the same opinion still.” -Benjamin Franklin
There are two ways to reach those people who don’t identify as your typical customer and convince them to shop with you.
The first is through your Core Values. When your business is transparently consistent with your Core Values through your actions, products, and services, and your website, advertising, marketing, social media, etc. reflect those values as well, people who share those values will perk up and take notice.
They still might not believe you have a product or service they need, but they will think of you first when the time arrives that they might need something you offer.
This is the backbone of all branding and relation-building advertising.
Just understand that not everyone will relate to your core values, whether they could use your services or not. That’s okay. You couldn’t service 100% of the population even if you wanted to. Your best customers will be the ones who share your values. Speak to them. Don’t worry about the rest. There are plenty of people in your market who share your values. If you can convince that crowd, you’ll have plenty of customers to keep you busy.
The second way is through Word-of-Mouth. Only when their friends tell them about your business might they even consider becoming a customer of yours.
To answer the minister’s question, first, there will always be people who need what I’m offering but won’t ever see themselves as my “customer.” Second, part of my business model (and yours, too) is to understand that you can’t reach everyone, but if you surprise and delight your current customers, they will help you reach the unreachable. Some of those unreachable will become customers. I am hoping I have done that with this minister and that she will bring some friends to next Wednesday’s presentation.
PS If you are in the Holly, MI area and would love to get some free ideas, tips, and techniques to drive traffic through your door, into your store, onto your site, or sitting in your pews, I am doing the same presentation at noon today at the Holly Village offices (Marketing and Advertising on a Shoestring Budget) I did yesterday morning in Oxford. Next week I’ll show you how to Make Your Ads More Effective (Oxford on Wednesday at 8am, Holly on Thursday at noon.)
PPS Yes, this post is as much about Market Share and Customer Service as it is about Advertising. You got that, right?