Is your business valuable to actual people?

I’m not talking about categories of people - 20-40 year olds with professional degrees, certain income range, more than 3 credit cards, living in key zip codes, who have more than one pet. I am talking REAL PEOPLE, with names, attitudes, and desires.

The above criterion is great for filtering large data sets that are capable of delivering hundreds, thousands, or even hundreds of thousands of ‘viable leads’. Most businesses cannot handle that sort of flow - let alone come close to delighting them.

One tip I learned years ago was to simply narrow in on top 3-5 purchases each month and dig into the juicy details of the transactions.?

Once they were identified, multiple team members could share some story about each transaction and what made it so exceptionally large. Understanding THESE situations with clarity allowed us to focus our marketing, sales, and outreach programs to try to replicate the scenario.?

• The real-life details were great talking points with referral sources and people of influence because they resonated with authenticity.?
• They reinforced our brand reputation as a place where such scenarios can be served - and served well.?
• They assured potential buyers that we could be trusted to handle a range of complex, large-scale, and customized projects that have yet to be designed.
• They built confidence in the quality our non-customized products and services.

Because we got specific and real; it helped build connections with other real people with names, attitudes, and desires. It also lead to predictable jumps in revenues along with sharp increases in customer happiness and loyalty.

Buyer Personas can get much more complex, but this simple technique can provide amazing results when applied every month.

As always, I’m happy to have conversations with you about this or other marketing topics.

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