Seth Godin points out the obvious in a recent post about “rough edges and attention.” Explaining that sometimes it’s the human touch that gets things noticed. Like a haphazardly placed sign on the back of a UPS truck or the list of specials on a restaurant table, “you notice it because a human being did it.”
Add a human touch to your marketing pieces, “you” is a powerful word. Remember that your customers are people. Think of how you communicate with family and friends. Try to extend that type of communication across to your customers. Talk to people like they’re people.
After you figure out your customer demographic, how do you know how to talk to them? What tone will fit best?
Copyblogger tackled that topic early last month in a post titled “Are You Talkin’ to My Generation?”
Your customers may fit into one or a variety of groups, that’s up to you to figure out. Copyblogger can get you started by breaking most consumers into four categories: the silent generation, Baby Boomers, Generation X and Generation Y.
Here’s their general breakdown of how each likes to be spoken to:
Silent Generation: respect for authority; conformity and adherence to the rules; law, order and duty; dedication, hard work and sacrifice.
Baby Boomers: personal gratification; personal growth, health and wellness; optimism and positive attitude; teamwork and being involved.
Generation X: diversity and global thinking; self-reliance and independence; life balance; fun and informal attitude; technologically literate.
Generation Y: confidence and achievement; sociability and collective action; diversity and morality; street-smart; optimistic and savvy.
“These days, it’s not enough to slap up a nice design and some well-written content. You have to get into the heads of your buyers and learn how they think – and why they think that way.”