5 Personalization Techniques To Win You More Customers

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There are a lot of reasons why your business should be getting more personal with your customers. Research suggests three-quarters of consumers prefer companies that provide a relevant shopping experience.

And, even better, almost nine out of ten consumers say personalization plays a major role when it comes to making a buying decision. Those are stats that your business just cannot afford to ignore.

So, the big question for today is: how can your business be more personable with your customers? Excellent service at all times will help, of course. But there are also some clever marketing tactics you can use to get better results. I want to go through with some of these with you today, so let’s take a closer look.

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Customize your email

 

Let’s start with something nice and easy that has a big impact on your email click through rates. The simple task of including someone’s first name on their email is a great way to begin your message. It helps your customer feel that you are talking to them, and them alone. It’s simple psychology and is something that every business should be doing these days. If you are just sending generic ‘hello there’ emails, make the change today. You will soon see your click through rates shoot up.

 

Improve your direct mail

 

The vast majority of direct mail goes straight from the post box to the garbage can. The thing is, direct mail is still the best way to get a response from your customers. What you need to do is interrupt that process. You have to try creating heart-stopping headlines or encouraging your client into opening an envelope. Hand addressed direct mail is an excellent option, as is a big, bold offer of massive discounts.

 

Invest in product personalization technology

How good is your online shopping channel? Are you relying on your customers to find what they’re interested in? If so, you are losing out on sales opportunities. Invest in better shopping technology that gives an accurate picture of where your customer’s interests lie.

So, every time they show an interest in a product, your website shows them something similar. It could be items that other customers have already bought together or just two or three products that combine well.

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Be a human

 

If you are still sending messages from ‘the company,’ think about doing something different. Sign off letters and emails as a genuine person. You can even add your photo in your email signature, and also give out your social media details. It shows your customer that you are happy to put your name—and face—to your product. It’s an instant confidence boost that should lead to more customers—and more sales.

 

Respond to social media posts

 

So many businesses set up a Facebook or Twitter account and only update it once a month. But what happens if a customer tries to contact you? You will be losing sales unless you reply promptly. Set up notifications so you know when anyone makes a comment or tries to reach out. And stop automating all your messages—it looks bad.

I hope these ideas have helped you—it’s time to get personal, folks!

You’re Doing it Wrong: Potential Clients/Leads

(As previously seen on the HelaWrite blog.)

Last time I checked, there are still absolutes in this world. If I throw a rock at your head, it’s not a feather pillow just because you call it so. And, guess what? Your head will hurt, unless you’re completely numb or drugged, etc. I know that’s an extreme (and violent) example, but this world is so full of opinions and methods that are…well, wrong. The world is also full of opinions and methods that are right—very right.

Therefore, I’ve created a series titled: “You’re Doing it Wrong.” This series is not meant to degrade any one person or any one practice, but to simply shed some light on many wrongdoings in “work world.” However, be warned: I can get pretty sassy. (Perhaps you have already read my Twitter post in this series.)

Today’s topic? The wrong way to pursue potential leads/clients.

My sister bought a house this year—yay for her!—and while she was looking, she subscribed to a few local real estate e-newsletters and such, in order to better educate herself about the current market. When she found an agent she liked and wanted to work with, she decided to let the agent take over, and unsubscribed from all the annoying real estate emails she was receiving way too often.

Rather than find a nice “unsubscribe confirmation” email in her inbox, she was surprised to find a somewhat desperate email about her action of unsubscribing from a particular firm. The guy just couldn’t let go. He even encouraged her to go and like his Facebook page and view his YouTube channel.

Look, I’m all for giving people great resources, but seriously?

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This is the WRONG way to attract potential clients/leads. It’s the old skool form of marketing—direct marketing, and specifically, a cold call (cold email, in this case). I’ll tell you how to remedy this at the end of this post, but first, I’d like to share the actual email from Real Estate Man that was sent to my sister.

Take heed if you have ever done something to the effect of the email below:

Dear [removed],

Thank U for your feedback. I am sorry to see you have chosen to unsubscribe from my exclusive home search website, but I just wanted to make sure I had every opportunity to help you since you subscribed recently with the info. submitted.

Its a very challenging market right now with limited inventory, rising prices & rising intereste rates. Its not a market for the “faint of heart.” Pls feel free to get back to me if I can be of service to you or someone near & dear to you as well in the not too distant future. Thanks so much again. Sincerely, [removed]

p.s. I also invite you to check out & “LIKE” my FB Biz page that is full of Great info., current community events & pertinent market data & info.

(I removed all his other PPS additions, because he added his social media links.)

My problems with this communication piece:

  • Not spelling out words. Be professional and craft a better form of communication, especially if you’re trying to attract clients.
  • Send an auto unsubscribe confirmation email and leave it at that. Asking for feedback as to why someone has unsubscribed from your materials is appropriate, but leave them alone after that.
  • A first time home buyer does not want to hear that the market is not for the “faint of heart.” If you’re a good real estate agent, I’ll hire you to do all the dirty work, and I need to know that you’re going to be my partner.
  • Check your grammar and sentence structure before sending out a “professional” communication. I know I’m picky because I’m a writer and editor—and trust me, I make mistakes, too—but I am always turned off by people who don’t invest in bettering their communication materials. If you’ve been selling houses for a while, I know you have enough money to hire a proofreader to catch glaring mistakes.
  • Don’t ask me to “like” you on Facebook or watch your videos, especially if A) I don’t want to receive your communications any more, and B) I don’t even know you yet. It’s like going on a blind date and then proposing. Things are moving a little too fast…buh-bye.

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I know there are worse emails out there, but this one struck a nerve with me. Plus, my sister later told me that he contacted her again! There comes a point where, if you reach out too often to people who clearly don’t want to use your services, your methods can actually become a form of harassment. You are in danger of becoming like those telemarketers who call people every night during dinner, asking if they want to save the earth by purchasing stuffed honey badgers. Just. Stop. (Not to mention that someone could very possibly take action against you and who has time for all that legal stuff?)

How could Mr. Real Estate have done things better?

  • For starters, he could have simply respected my sister’s choice to unsubscribe. Plain and simple. She’s probably not in his target market anyway, and focusing your efforts on leads like that is a waste of your time.

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  • He could have used a proofreader or editor for his communication. Hell, just spelling out you rather than using U would have made a vast improvement.

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  • Moving forward, he should reconsider his marketing efforts and brush up his knowledge on Inbound Marketing—marketing, basically, that brings leads and clients in to you rather than you figuring out how to reach every single market through cold calls, etc. Click HERE to read an article about defining Inbound Marketing, via HubSpot.

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Takeaway: Don’t be that guy. Don’t be pushy while reaching out. Instead, read some marketing books and current articles, change your old ways of thinking when it comes to building your customer base, and for the love of everything that is professional—proofread your emails!

Stay tuned for next Friday’s “You’re Doing it Wrong” post.

BONUS: Awesome Marketing/Copywriting/Writing Blogs to help you become a better professional:

HubSpot

Copyblogger

Writer’s Digest

AWAI

Jeff Bullas