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Secrets to Success
Deborah Cole Micek
and John-Paul Micek
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An engaged customer is a happy one
Second of two parts
Last week we discussed how you can begin to fulfill the needs of the new-media consumer in your business by giving them valuable content about your product or service, and doing this consistently. Here are the final three needs you need to meet.
» Need No. 3: Conversation, connection and engagement.
We've been talking about this principle all along, but this is a serious need that the new-media consumer has, and it must be fulfilled.
The secret that most mass marketers don't understand is that the new-media consumer doesn't mind marketing; it's just that they want to be marketed with, not to. This is key and worth repeating: New-media consumers want to be marketed with, not to. As you learn to harness new-media channels, this will become easier. And, as you put these new strategies to work, you'll gain a huge competitive advantage.
» Need No. 4 : Part of the process.
The customer is the programmer these days. They actually want to be part of the development of the product or service, or even the book that you're writing. People want to contribute. Meeting this need is a huge advantage for you.
Think about it for a moment. If a prospect or customer feels that they have contributed to a product or service that your company offers, do you think they are going to feel more or less motivated to buy and promote that product?
The answer, of course, is more motivated. That's because part of them is in your product or service.
People remember being involved in something. When it's time to promote, to get the buzz going - to create interest that will help other people experience what they've experienced - they're going to get the word out about you, big time. After all, their identity is on the line. If they helped contribute their 2 cents to your product, they'll be committed to making sure it's successful.
» Need No. 5: Respect.
This means building relationships and rapport with good old-fashioned manners. On the practical side, you also have your natural and adapted communication style. Of course, you also need to respect the new-media consumer's personal needs, wants and desires.
NOW you should have a good basic understanding of the new-media consumer, and the new-media marketplace should be making more sense to you by now.
You're probably wondering how you're going to cut through all the clutter and connect with this new breed of customer.
It starts by having the right tools. But we'll have to table that for another article.
John-Paul Micek is the lead business coach at RPM Success Group Inc. Reach him at
JPM@RPMsuccess.com or toll-free at (888) 334-8151.
Deborah Cole Micek, chief executive officer of RPM Success Group, is a business success coach and life strategist. Reach her at
DCM@RPMsuccess.com or toll-free at (888) 334-8151.