Many small communications business suffers from the same flaw – they are more interested in themselves than customers. What do I mean? Let’s take a typical website promotion.
“Welcome home ABCD. ABCD has proudly been in business since 1987. We are a family owned business that prides itself on great service that we provide.”
It’s all about ABCD and none of the customers!
Other companies seem aloof and not connect with customers.
“People choose ABCD to provide XYZ services for their clients better service and attention to detail.”
Neither of these examples generates many sales nor builds strong relationships with their customers.
So what is wrong with these examples? They come from the wrong place. What do I mean? Neuro-Linguistic Programming (NLP) created a useful model to help people think about when their relationship was coming from and call the model perception Positions
The position you adopt reflects the perspective you’re coming from to communication. – From their perspective, the perspective of someone else or the perspective of an independent observer.
first location is all about me and what I’m thinking and feeling. It is very self-absorbed and only focus on what is important for me and my personal goals and objectives. First position not to consider! This was the case in the first example website that we talked about.
Second position is all about you. This is where you put yourself in the shoes of the other party and get in touch with their feelings and emotions. You understand what is important to them and focus on their needs.
Third position is independent, impartial observer. In this position you observe communication as if you were a fly on the wall and have no emotional attachment every result. It is very similar commentator on horse race – a comment on the process of racing horses but no object horse actually wins. It is very useful position but can be seen as cold and aloof. This was the situation in other such home we talked.
These positions describe most human interaction, like most normal activities people regularly switch between all three locations. However, the most powerful marketing is a different situation – where you walk a mile in the shoes of your customers
This is where you connect on a very deep level with your customer .. One of the most attractive thing for any person is truly listened to and understood.
If marketing is in a position other words and focus will solidly be your customer. You have to identify the problems they may be experiencing, you can describe the feelings they may be having and services only as potential solutions to particular problems.
You will have spent a significant amount of time to get inside the head of your customer – Find out what they think, what is important to them and their lives and the values they hold dear.
The word “you” will be liberally sprinkled through the copy, with at least 3 :. 1 ratio of emphasis on sentences for customer compared to you and your business
Later studies have suggested NLP fourth position -which is where you communicate as part of the system for the good of the group. This situation can be described as “the” state of the language used is often “we”, “us” etc. Fourth position includes all three other locations.
One of the defining fourth position is that it comes from finding the deep links that unite all members of the group or system. Traditionally it has been difficult to apply the fourth position for sales and marketing, but aims to be an active part of the social community either online or off-line and speak as part of the group is an example of a marketing shift to the fourth position.
So, now you have some homework. Go back and look at your marketing materials. Look at each sentence in your content and logo if your words reflect the 1, 2, 3 or 4 position. If you do not have more 2nd and 4th position statements -. You do not have to connect deeply with your customers as you have to do the maximum sales