Approaching Your Audience with the Right Conversational Tone

Marketing is, in essence, an extension of normal human interaction, but done with an underlying motive.  If you think about your future marketing campaigns in this way, you will likely make decisions that will more efficiently appeal to the audience that you are targeting.  This is an important point that many marketers and business owners regularly overlook.

If there is a conversational trait that is regularly found to be annoying in day-to-day interactions, then it is safe to assume that the same trait would also be irritating in a marketing application.  For instance, when very likely you have been engaged in conversations with others who are forever raising the figurative bar, always prepared with a story to top the one that you are telling.  You earn a promotion, and they immediately tell a story of the time that they earned two promotions in one month.  If your child won an award in a sporting event, that person’s child undoubtedly has been recruited for a statewide team in the same sport.  It is aggravating to speak with a person like this, to say the least.  Now, consider how that translates to marketing.

Don’t Take Shots at the Competitors Just as the one-upping in day-to-day conversation can be very frustrating, it can turn off the consumer if used in a marketing campaign.  This is even more true today than ever before because of the constant onslaught of marketing material seen by consumers every day.  Avoid taking shots at the competitor in your campaigns, as you may lose more potential customers than you stand to gain with that method.

Don’t Make Lofty Claims It goes one step further than avoiding the “one-up the competitor” strategy.  It is also important to understand the skepticism of the modern consumer.  It was once stated that a person can only believe what he sees.  Now, even seeing it doesn’t mean you should believe it.  That level of skepticism means that consumers are easily turned off, but as New York Times recently reported:

Mr. Grayson said. “People have said, ‘I don’t trust advertising.’ The truth is, there is a lot of advertising that they do trust.”

Avoid far-reaching claims, even if you believe them to be true, if they might be perceived as fake.  You have to prove yourself, not sell yourself.

State Facts and Let the Viewer Form His or Her Own Opinion The goal should be to build trust among your customer base and this is done by providing only the facts.  Let the reviewers and critics to make the comparisons between your product and the competitor’s.  These are the comparisons that will be sought out, but don’t believe us, check out this article by Pew Research Center.  Provide a worthwhile product, communicate naturally with consumers, and let them form their own opinions.  You will get much further by abiding by the unwritten laws of comfortable conversation than you will by making big, loud claims about how great your company and your product are.

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