Enormous amounts of people have become increasingly desensitized to the values of human interaction. No one can argue that digital marketing has replaced traditional marketing, especially when it comes to your brand. However, traditional marketing is still effective, as it is often more personable and “human” than digital forms of advertising and marketing.
If you have a few minutes, I’d like to share with you several, personalized “old school” advertising and marketing principles for generating goodwill among existing customers and “organically” inviting prospects to buy from your company.
1. Revamp Your Advertising Copy
Copywriting is an incredibly complex and subtle art. Successful copy entices and teases prospects and potential clients; convincing them that your company has the products that will fulfill a desperate need.
Everybody is swamped by advertisements. Therefore, standing out from the competition via personalized “real human” copy sets you apart from them. Having technology curated app, integrated software platforms or anything else under the sun will help you efficiently manage your business. However, always remember: customers are not statistics – they are humans.
In order to craft unique sales letters and copy that may pull more buyers than your competition, you’ll need help. Here are three resources to help you; each of these books is considered a “Copywriting Bible”:
- “Tested Advertising Methods” – John Caples
- “Ogilvy On Advertising” – David Ogilvy
- “Breakthrough Advertising” – Eugene Schwartz
John Carlton is a legendary freelance copywriter who once wrote a direct-response mailed sales letter for Men’s Health. For more than seven years, his letter got more responses than sales letters written by the company’s advertising department. In one of his books, he reveals: “Don’t think of it as part of your job. Instead, think of it as part of the fun of having a job where you get to observe the world in all its most weird and fascinating foibles… and the more you observe, the more you’ll earn.”
As John Wooden (who won ten NCAA national championships as a UCLA head basketball coach) said, “Seek opportunities to show you care. The smallest gestures often make the biggest difference.”
Personalised postcards addressed to specific people is one genuine way of doing that. Another personalized way of showing your customers (and possible colleagues) that you care about them is to send them a handwritten “thank you” note in the mail. As Entrepreneur.com revealed, handwritten notes show your thoughtfulness and grow relationships.
3. Gather Customer Feedback
Amazon, Apple and Southwest Airlines are just a few companies who utilize customer feedback. Other than reviewing the books and performing a profit audit, it’s hard to understand how paying customers feel about your business and the products they bought from you. This puts you at a tremendous advantage, as you will learn which products are most important to the people you want to sell to. As the most powerful people in the world say, “Information is power.”
For example, here are a few questions you may consider:
- “What do you look for when buying from the company?
- “What’s most important to you when you’re buying the company?”
- “Which product do you find helps you the most?”
- “What do you like about [the particular product they bought]?”
“The task is to manage what there is and work to create what could or should be.” – Peter Drucker
Peter Drucker undoubtedly understood the importance of resource management. Being short of tools, machines, and systems to execute your job (and that of the organization’s goal), it is ideal to rearrange the company’s targets and objectives to be as personable as possible, with the resources you have.