How to Set Your Customers Up for Success

Yesterday I attended a meditation retreat. It was nice, but not what I was expecting based on my last experience with the organization. As a result, I was somewhat frustrated and disappointed in a way that I probably wouldn't have been if I had just known what to expect.

This is a good reminder that when you are marketing, it is important to let people know what they can expect from you. This goes beyond the time and date and a snappy title: try to also answer these three simple questions:

1. What specifically will be expected of the customer?
2. What will the customer walk away with?
3. What level of customer are you catering to? (experienced, novice, etc.)

By answering these simple questions before your customer buys, you can ensure that she is set up to enjoy herself.

Painful and Inconvenient

There is an emergency situation in marketing right now: what worked before will not work now.

Customers have undergone a significant shift in the past three months: they feel as if they shouldn't spend any money unless it's on something that is extremely painful or inconvenient to them. I have seen this especially in the field of health and wellness.

For example, people who used to see an acupuncturist to help with energy and illness prevention have been cutting back on their visits. People who used to see a therapist to resolve an unpleasant past start to feel as if the work they are doing is a luxury, not a necessity. People who were working with a trainer are buying hand weights to avoid the luxury of a trainer.

Such attitudes are completely natural, and perhaps even necessary, but it leaves small business owners in a lurch.

Now is not the time for subtle marketing or "one size fits all" messages. Now, more than ever, you have to hone in on the things that are extremely painful and inconvenient to your target audience. This means that long-term health and wellness won't sell in this environment; you need to have something specific that solves a real problem today.

Don't worry - this doesn't mean you need to resort to fake hype. You just need to look at the clients who are still coming to you as regularly as they were before January. What is their greatest pain?

For example, Jane, a therapist, helps clients manage anxiety. In the past, that was enough of a marketing pitch. Now, she is noticing that people don't feel that is reason enough to spend the money on her services. Instead, she needs to hone in on the pain and inconvenience that is a result of their anxiety right now. For example, they are lashing out at co-workers and have been reprimanded and told to improve their performance. Jane needs to address this painful and inconvenient symptoms of her clients' anxiety in her marketing rather than assuming that her clients will see the connection by themselves.

THE BOTTOM LINE: Clients need justification to spend money on health and wellness right now, so be sure the address the painful and inconvenient symptoms that are affecting them today.

Target Audience Marketing

If you're freaking out about your business right now, you might be starting to flail around, wondering whether you should drop your prices or add more target audiences.

Avoid this temptation: it will only dilute your energies and discount the time, energy and money that you have already invested. Rather, get even more focused on the customers you serve best, and find new ways to entice them to utilize more of your products and services.

Here are 5 key questions to ask about your target audiences:

1. Which type of person (i.e. target audience) do the majority of my revenues come from?
2. Of that population, how do those people find me?
3. Which aspects of my product/service do they rave about most?
4. How can I reach more of those types of people?
5. How can I bring even more value to the products/services they buy most?

Answering these questions will help you create a strategic marketing approach based on what's happening NOW, not just what you think might happen someday. In this economic climate, such an approach is simply the best course of action.

Three Things to Grow Your Business (and Your Life)

In today's climate, it does not pay to be a jerk. In fact, the most successful business owners recognize that people are what runs and sustains a business, and the Golden Rule applies more than ever before. Here are three things you can do to grow your business, and all it takes is a new way of thinking.

1. Connect: Find ways to connect on an emotional level with your customers, suppliers, prospects and employees. It's a fact that people do more business with people who they like, and the best way to be likeable is to find lots of things that you like about others.

2. Think: Consider the multiple options before diving into a business decision. There is always more than one path ... in fact, there are usually hundreds of routes that will take you where you need to go. Some are just faster than others. Avoid people who try to take away your thought process by telling you there is one single thing that you MUST do to grow. Usually they have an agenda and are trying to sell you something that you may not need.

3. Thank: Sales move 90% faster when they come through a referral. There is almost no limit to the number of referrals you can generate for your business ...as long as you are always thankful when they are received. Call anyone who refers business to you immediately, and send an e-mail, card, or even candy if appropriate to follow up. Do whatever it takes to encourage the people who tell others about your business to do it more often.