Respect Your Customer

The customer you are seeking is smart, savvy and knows what she wants, correct? So then why is it that you disrespect her at every turn, treating her like she’s stupid? Instead, you really need to respect your customer’s intelligence.

Remember my recent complaints about annoying infomercial practices? They bother me because they don’t respect the knowledge and abilities of their customers. They basically treat them like idiots. And I don’t know about you, but I roll my eyes at them every time. I can’t help it. Do you want your customers to believe that you think they’re stupid?

Then stop treating them that way!

Picture your ideal customer. Get all of the details down to age, hair color, and hobbies. Use that image to create your marketing plans. And then use language and images that show you respect her. That she’s already wise and choosing your product or service only confirms that she has superior intelligence.

You can compliment her without flattering. You can help her see why she needs your help without making her feel stupid for not already seeing why she needs you.

Have you been told that you are not your customer? While that’s true, it doesn’t hurt to ask yourself if any of the language and terminology you’re using would bother or insult you. If it would, then don’t use it with your customer. Using complimentary words and images could pleasantly surprise them. And you just might be delighted with the results.

image: morgueFile