When sourcing a service, everyone wants to feel as though the provision they opt for has been curated entirely for them, or their business. For instance, when Coca-Cola released a line of Coke bottles with personalized names written across the top, many people went out to buy their own bottle they could proudly display on the shelf, as if that mass-produced bottle had been crafted in the factory just for them. This isn’t to suggest those people were silly for caring about such a thing, it was a fun novelty, and of course, drew attention.
As we can see, personalization is a powerful force, and it’s why people are so drawn to certain products or services they can relate to, or that try to relate to them. It’s why even adults care about what color Jedi lightsaber they could see themselves having, or what house they’d be sorted into when attending Hogwarts.
From a business level, it’s important to consider how you can generate possible leads by catering to this need for personalization, but of course, on a much more sophisticated and professional level. In this post, we’ll discuss how to source that and more:
It’s essential to directly address those you hope to sell to, at least addressing identity points they can relate to. By addressing in this way, companies can create a sense of connection and trust that can encourage prospects to take the next step, as if they were being politely encouraged to as opposed to tricked into it. Direct addresses involve using the recipient’s name, personal situation or needs in communications, tailoring messaging to specific demographics, and leveraging past interactions to create a sense of continuity over time. The result is a more engaging and effective lead generation campaign that can help companies stand out from competitors. With local lead generation, you can achieve this more easily.
You can be as slick and direct as you like, but if you fail to fill a need, you fail to fill a need. Personalization allows companies to tailor messaging to the specific issues and desires of their target audience, making it more likely that they will take action. This usually requires focus groups, market research, competitor analysis, and of course, understanding your own company and the reaction to it. It might be that your company develops a reputation for over-the-top packaging, and so you can use that to redefine your new sustainability approach, a worthwhile pain point addressed. As you see, needs can come from any direction.
Make It Specific
Specificity is key. Rather than relying on generic messaging and offers, companies should strive to create highly targeted campaigns that are about something as opposed to just selling. What are you trying to achieve with your particular communications? Do you have new products or services? Why should customers care? What value-added approach are you taking? Is it now you’re offering a scaleable package worth appreciating? Or is it that you need to curate a more direct reason to communicate? All of those questions can help if you answer them with care.
Wit this advice, you’re sure to curate the best personalized lead generation.