You want your ideal customers to buy from you, right?
Of course you do.
Well, first, you're going to have to put them 'in the mood.'
That can be difficult if you're uncertain of their state of mind…how they're currently feeling about their situation and how they're viewing the world around them.
If you're not speaking from a place of complete empathy (i.e. a total understanding of how they're feeling), they will detect that disconnect, see it as deception, and move on to the next brand.
I think you already have a lot in common with your ideal customer. After all, he or she is probably much like your younger self: experiencing the same problem and feeling the same pain you did before you created the solution that you're now offering to them.
Often, seeing life through their eyes and feeling it as they feel it can be as simple as transporting yourself back to where you once were; remembering how that felt and speaking from that place, and with words that prove you understand it.
However, there are times when your ideal customers will be undergoing things you've never endured or experiencing them in a way you simply cannot relate to.
In those cases, it can be helpful to have a catalogue of emotional languages that you can use to help you identify how each of your customers prefers to communicate, receive feedback and consume information.
This is some exciting stuff, so let's get started!
Branding Persuasion, with the Ideal Language for your Ideal Customer
After reading Dr. Gary Chapman's The Five Love Languages, I got to thinking: If people receive love in different ways, then certainly they're going to receive other types of information in unique ways.
According to Dr. Chapman, these are the five love languages:
- Word of Affirmation: Positive feedback and affirmations mean the world. Criticism hurts deeply and is difficult to forget.
- Quality Time: Undivided attention, without distractions, is how love is best expressed to this person.
- Receiving Gifts: Thoughtfulness means a lot to this person, and taking the time to give a heartfelt gift will never be forgotten.
- Acts of Service: Lending a hand tells this person that they're loved. Just the thought of someone caring enough to ease their burdens feels good.
- Physical Touch: A touch can make this person feel loved, and the absence of physical contact (or negative physical contact) is hurtful.
That alone may have told you something about your ideal customer (and maybe about yourself, too). To take it a step further, let's convert those languages so that they're appropriate in a business setting…and useful to you as you look for the best ways to communicate with potential (and even long-term) customers:
- Positive Support: These types of people want to know what they've been doing right, and they need to know that you admire their efforts thus far—before you talk about what needs changing (in kind, gentle words).
- Time Commitment: These customers will need one-on-one time with you or a brand representative. They'll need to see that you're truly interested in them coming aboard, and if they don't receive that attention, they're unlikely to feel connected to your brand.
- Gift-Giving: When your brand takes the time (and makes the effort) to give something of high value to this type of customer, they will feel understood and valued—and are more likely to return the favour by making a purchase.
- Service: When you go out of your way to serve, you show this type of customer that you really do care. They feel special and appreciated, and will want to move forward to experience more of that.
- In-Person Interaction: Some people's minds and hearts are opened wide when they meet people in person and make real-time, human connections. These people want to shake hands, have a cup of coffee or be inspired during a speaking event.
Until now, you may have been using your preferred language to communicate with your ideal customers…and wondering why they aren't buying.
Your words have not been hitting home for them. They're not attracted to your brand; they're not responding—even though you know you have exactly what they need right now.
Your next move needs to be offering content and communications in the forms that will appeal to them. They may all crave the same type of interaction; however, it's more likely that your target audience members will prefer a variety of business languages.
In short, don't just create what you want to create, or what you feel comfortable delivering. Get in there and learn how they wish to absorb information. If they prefer video (live or prerecorded), audio, written content...then give it to them. It's no longer about you or your comfort zone. It's time to break those barriers, put your ideal customer in the mood [to buy], and build your brand.
Need help with learning more about your ideal customer? Or with summoning the courage to step outside your comfort zone? We've got that in the Brand Builders Club, and you can give it a test drive by registering to attend a Brand Builders Bootcamp. Simply click here to register for an event in France, Canada, the UK or the US.