Wednesday 2 September 2009

Seducing the Senses

FTSE 100 retailers have finally woken up to the fact that they must stimulate all 5 senses to capture consumers attention and loyalty - read on to discover our top tips for creating a memorable and sensory business - and reap the rewards!

Creating much needed differential is critical to remain relevant in the mind of your customer. Discover ways of doing this without spending a fortune and eliminate the curse of those peskie copycats

A luxury spa recently decided they were falling into the BTN category (better than nothing) with their brochure and subsequently started to look & sound just the same as other spas. We worked together to create compelling copy that was reflective of their brand personality, but more importantly, communicated details which were relevant to their clients - how will they feel, why this treatment, who is it perfect for - rather than the usual focus on gobbledy gook & expressions we have no idea ......who are generally focused on the company not the consumer!

Our top 5 tips for seducing the senses include –

1 Become obsessive about understanding 'why you?' .....this gives you confidence which is irresistible and massively attractive

2 Develop a hyper critical eye about the visual aspects of your business - you may assume no-one notices the smallest detail - this is dangerous thinking. They do, they will, and you won't like what this communicates about your professional competency

3 Avoid visual pollution - too many messages means I see you as a jack of all trades or I'm simply too confused to 'hear' what you're saying to me. It's like a visual mumble. Pick one message and change it regularly. On your business cards pick what you're amazing at and headline with this .....unfurl your other talents when the time is right.

4 Change your voicemail - if it does nothing to communicate to me what you do (not what you are) and is predictable then you will soon fade into boring and forgettable. Script this and focus on what do you do for your caller

5 Give tips and insider know how - give your 'stuff' away - it does so much to demonstrate your knowledge and is far more effective than telling me how much you know.

More information can be found in the Romancing the Customer series of business books

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