3 Tips to Communicate with All Types of
Clients
When it comes to
reaching your audience, a lot comes down to communicating with them in the
language they will understand. We can learn a lot from Julia, a Pasadena
ten-year-old. Julia is deaf; her new puppy, Walter, is as well. But, the
two have found the ability to communicate with one another with ease. Julia
has begun training the seven-month-old puppy by teaching him sign language.
The dog knows the signs for sit, water, food and several others.
Julia's mother, Chrissy, said that when her Julia was born, she couldn't
hear her mom and would smell Chrissy's neck for comfort instead. The moment
Chrissy picked up Walter, he did the same thing. "I remember just
looking at him, and I knew that he was meant to be ours," she said in
a Humane Society video. Walter was the last puppy of his litter to be
adopted, but the Humane Society did not give up hope.
The Pasadena Humane Society, which introduced the two, posted a video of
Julia and Walter on their page. The reaction was immediate and positive.
"Amazing!!" said one commenter. "This is my dog, Wyatt. He
is also deaf, and he has no idea he is different."
When we are communicating with our prospects and our customers, we can take
some valuable lessons from Julia and Walter:
1. Different customers will respond to different communication.
Customers are not all the same. You will deal with Millennials and Boomers,
urban and rural folks, and people from different income brackets and areas
of the country. It is important to segment your marketing lists and create
materials for each individual group.
2. Remember that each group does not think of itself as a segment.
Just like the dog Wyatt who thinks himself like any other dog, your
customers just think of themselves as ordinary people. Talk to them
directly and respectfully. Never talk down to a group. Don't use slang that
is not in keeping with your brand. This can feel false and off-putting.
3. Remember that consistent marketing is key.
Don't just reach out to each segment once. Create follow-up emails and
other remarketing opportunities. If you do direct mail, send a follow-up
postcard to go out to people who did not respond to your initial offer.
Just like raising puppies requires a long-term commitment, nurturing a
prospect from initial contact to conversion takes patience, time and
effort.
Marketing segmentation takes more time and attention than a shotgun
approach. But, over time, you will find that it consistently increases your
return on your marketing investment and helps you build stronger
relationships with your clients.
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