Imagine a 200-pound man, with an overgrown moustache turning up for a speaking engagement in a pink suit, pink shirt, pink tie, pink socks, pink shoes.
And holding up a pink coloured folder for good measure.
Do you think this guy stood out or fit in?
When this ‘pink man' stood in front of the audience, what do you think they did? Laughed themselves to death?
Think again because the audience did nothing of the sort.
Instead they stood up and clapped. They cheered. And they stampeded to buy thousands of dollars of product, once the ‘pink man' finished his speech.
A stampede started by personalisation
You see this speaker knew fully well how ridiculous he looked in pink. But what he also understood even better was the factor of personalisation. He was speaking to a convention of Mary Kay attendees. And in a sea of pink, this speaker stood out because he understood the target audience better than any other speakers.
Don't go about mixing target audience with personalisation
Yes, you know that target audience is vital. Oui, you know whatever you're saying has to appeal to the specific target audience. But personalisation precedes what you're about to tell your target audience.
And starts the road to the customer stampede.
Because your eyes are so focused on the end point of conversion, you've failed to see the factor of attraction. No doubt the ‘pink man' made a great speech. No doubt he created a factor of urgency. But rewind that tape a little more and you'll find the core of the stampede–namely the attraction caused by the pink outfit.
Focus on the attraction factor
Long before the pitch. Long before the close, it was the personalisation that created the ‘like factor.' The walls of scepticism fell down in a massive hurry, when the audience felt a bonding towards the speaker.
So what's all this bonding stuff got to do with your business?
Quite a lot actually. Because by nature, we've got lazy buns. 🙂
If we can get away with doing what we've always done, we'll try and get away with it. But wait a second, no one is asking you to wear pink. Or purple. Or red for that matter.
What you can do…
When you're speaking:
a) Personalise the title of your speech to suit the audience.
b) Personalise the title of your product.
c) Personalise the terminology.
d) Make sure you don't use dumb words.
e) Personalise the outfit to suit the audience (as far as possible)
Eg: I was speaking at the Promotional Products Association conference in Las Vegas. Now let's face it, marketing is marketing. Whether you're selling the concept to dentists or alpaca farmers, the concepts work the same way.
It doesn't matter to you and I. But it sure as heck matters to the audience.
So here's what I did.
a) I personalised the title to: How Promotional Product Businesses can Attract More Customers.
b) The title of the product sold was: The Brain Audit for Promotional Products.
c) The terminology used was all about promotional products
(yes, I did my homework).
d) And finally, if you want to get kicked out really fast out of a promotional products conference, all you have to say is the word ‘trinkets.'
e) No, I didn't go as a giant coffee mug, but hey, can you imagine how impressed the audience would have been?
Personalisation makes short work of objections
If you're not from the same industry as the audience, there's always a raging doubt in the audience's mind. They're not sure if you understand where they're coming from. They're not sure if you understand their business.
With simple personalisation, you can make swift changes that enables the audience to pay attention to what you're saying.
In effect, the personalisation is creating a familiarity factor and an expertise factor in one swift blow.
The next time you think it's a waste of time to personalise, think pink.
An overweight man with an overgrown moustache will come to mind.
An overweight man in pink.
An overweight man who's laughing all the way to the bank!
Listen to the audio below about how to save time (because you know you can waste many, many hours in trying to personalise something). Well listen to the audio. Those five minutes or so of audio will save you hours, even days in personalisation.
About the Author: Sean D’Souza is the official fire-starter at Psychotactics and author of The Brain Audit.
Next Step: Want to learn more about branding? Find the entire branding series in text, audio with cartoons!
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Sean D'Souza says
I will be making a lot more video blog posts in the future. However for now you may want to subscribe to a direct feed from YouTube…
Dr. George says
Thanks, Sean, for another great piece of information!!!