How to Attract Customers

Written by Martin Lucas

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If you want to grow your market share and retain your existing customers then your customers should feel they matter, they should feel loyal to you, I will share how to make it happen, we will begin by examining the changing world for some relevant background knowledge.

Do your customers know they matter?

When faced with this question our instinct reacts to make us think of customer care, NPS, customer service, we think about how to solve problems and dealing with people who are unhappy. The reason that is so common is because the brain is trained to look for negatives, we want to be aware of danger and in our working life that is often the risk of frustrated customers. The cause of frustration is often masked with everyone showing 98% customer satisfaction stats which leads to quotes like this:

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We humans are a cynical bunch and for good reasons, when we see stats which don’t match our experience it makes us doubt the companies slinging the stats at us, it pushes us further away from believing in the company. As consumers it makes us less and less likely to buy the next product or service and the same is true when it comes to the quality of products, if we let standards slip then we lose customers but can’t say why. Brands do this all the time, Jaeger are in trouble as they were creating risk with a drop in quality in service, quality of product and presentation of said product. Ultimately it leads us to discuss the negative services more than the positive experiences. The old 1:10:100 metric of good service (we tell 10, they tell no one) vs bad service (we tell 10, they tell 10 each) is still alive and well. Service matters, but when does service begin?

When our instinct is going to the negative and think only of existing customers we miss the opportunity to get ahead of the competition and create at the front end of our service, our goal should be to create loyalty from the very first touch point. Here is why it matters.

What is Loyalty?

From a behaviours point of view, loyalty is when we act unconsciously to protect and defend someone we care about, family, friends, for each of us it gets weird this loyalty thing, for me it is my favourite chair and no one is throwing that baby out! For others it is sports teams, for others it is their favourite shoe brand or perhaps it is Kraft Dinner like my wife (Canadian, main meal during student days, death threats if I don’t return from Trips to North America with lots!). It causes us to behave unconsciously with a preference for whatever we feel loyal to, we buy that brand ‘just cuz’, we can’t always express exactly why but it’s what we are used to.

From a neuroscience point of view, loyalty is generating as we searching for things we trust, we select what we like, then we engage, we bond with it, it becomes our choice, we become loyal to whatever it may be, it is known as neuro-matching. We do this with everything in life and the brain creates a pattern, it becomes a habit (click to read more about how we make decisions) and we are locked in.

Beating the Competition

If you can show your target market that you care, that you are a match for them then they will act. This process has to begin in your marketing strategy, and then flows through each step, the theory of customer service can be applied throughout your process. The thing to understand about engaging a specific target market is that it is all system of opportunities, here are some growth tips:

  1. Understanding your target market

Do you know the personas of your potential customers?

A persona is not just a rough guide to the typical buyer, in today's world it needs also to be where they spend their time. For example, a Jimmy Choo customer is more likely to be on Facebook than SnapChat. They are more likely to read content than watch it. This gives you some fundamentals of where you target your activity than not.

  1. Quality not quantity

Churn of content is a big challenge today, we are following a quantity methodology and the light is going out on this approach, Google are changing their algorithm so content for the sake of it will not win an SEO challenge and will certainly not delight an audience.

  1. Words Matter

The small details will always matter, if you rush your approach you will cause points of failure in your system, neuro-matching is when the unconscious mind sees something it likes, just enough for it to take notice and engage the subconscious mind to act. We saw a 209.9% increase in customer sign ups for My Thread Lab on web traffic by creating ‘Style Made Easy’ as a messaging strategy which was a direct match to their marketplace desires, to shop but without the hassle but still with the style quality.

  1. Thin Slicing

Our brain is a beast of a machine for processing data, millions of inputs every single day, thin slicing is how we process at a very rapid rate and judge imagery, we think in image, we dream in images, our imagination is imagery. Images matter, how we present angles, outlines, curves, it’s all related to what your market desires or not. We ran our model looking at shoes in three cities across 89,000 instagram posts and you can see 9 winners and why here.

Opportunity

To succeed in growing your business, you must start embracing the changing needs of your target market to enable growth. Our brains are running a million miles an hour so the words you use, where you use them and how you engage your target markets imagination is how you can begin to attract more customers, create loyalty and crush the competition. We are happy to help with a free market intel report or just drop us a line for chat.