Let's Get Personal.

If you walked past a billboard and its message used your name, would you look twice?

Probably. But that's because it would be pretty unusual (yes, I know technology is working hard to make it a reality, but for now...)

Now, let's say that's an email. You might give it a couple of seconds more attention than one which didn't use your name, but that's really not enough anymore, hasn't been for a while.

Personalisation is not simply using someone's name. Maybe it once was, but those days are long gone, as it's no longer unusual.

And quite right, too. If I want you to buy in to my message, to believe that I know what you need, how is just knowing your name going to cut the mustard? That mustard is mightily unimpressed, let me tell you. And you don't want to provoke mustard.

I need to show you that I understand your concerns, your needs and your wants. And if I don't know them? Then slap my wrist if I purport to.

Personalisation should be as it says. Use what knowledge you have of your customers, your target audience. Do they have particular challenges day-to-day? Do they attend specific events? Read this magazine? Or that website?

You might not have that much information at your disposal. So use what you do have. What kinds of customers are yours? How often do they do business with you? When? How? What's the typical feedback that you receive time and again (please tell me you request feedback)?

Use what you know to build profiles of your existing customers and, likewise, your target customers. I'm talking a simple print out that you stick to your wall next to your desk. Look at that print out every day. That's your business success.

At the end of the day, take that print out down, take it to bed, read it, read it, read it. Until you can succinctly tell anyone in earshot who your customers really are without pausing for breath.

Use this invaluable information to assess the messages you've already been using to generate leads - would they resonate with customers? If not, they're certainly not going to hit the mark with prospects.

It's not always easy to assess your own work, let alone stand back and consider whether you know your customers as well as you should.

If you need a hand, talk to us. We're well versed in data analysis, customer profiling and copywriting, so we will be able to help, if you want more leads.

Get in touch, we'll get right back to you: [email protected].

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Remember, you can always shout #iminaflapjack on Twitter and we'll see what we can do.