One of the more dangerous things that can get stuck a writer’s head is the feeling (assumption) that everyone knows or has already read about what you’d like to write about. This usually happens because the writer is so familiar with the material, concept or admonition that they simply assume that everyone knows about it, or has heard it already.
The same thing happens when a business owner considers what to communicate to their prospects and clients.
I’ve heard it all before.
Ever been to an industry conference session where the speaker talked about a fundamental strategy or tactic that you’ve known (and hopefully practiced) for years (or decades)? If so, it might have bothered you that the speaker talked about it as if it was new information. It might also have made you feel as if you’d wasted your time in that session, and that everyone else in the room did too.
Did you think “Everybody knows that“?
Unless the audience was very carefully selected to eliminate all but the “newbies”, it’s a safe bet that the audience breaks down like this:
- Some of the people in the room are so familiar with that strategy or knowledge that they could be called up to the stage to teach it at a moment’s notice.
- Some of the people in the room learned that information for the first time.
- Some of the people in the room had probably heard it before, perhaps decades ago, but forgot about it.
- Some of the people in the room knew about this fundamental piece of knowledge but have since forgotten to implement it or stopped using it – probably for reasons that would be categorized as “we got busy” or “we forgot about it“.
“Everybody knows that” simply isn’t true unless the audience is highly controlled.
Most of the time, there’s a good reason to cover foundational material. Even if the fundamentals of whatever you do haven’t changed, something about how they’re applied probably has changed. Even if they haven’t, a reminder about the things “everyone knows” is usually productive to some of your clientele.
If you first learned whatever you do for a living 10 or 20 years ago, some of the fundamentals have probably changed. There are some fields where this isn’t true, but that doesn’t mean that changes haven’t happened.
Your customers’ knowledge is no different
Your prospects and clients are all on a different place on their lifecycle as a prospect or client with you. This is one of the reasons why you may have read or heard from myself and others that you should segment your message.
When I say “your message”, I mean the things you talk about in your newsletters, emails, website, direct marketing, video, sales pitch and so on.
As an example, someone who has owned two Class A RVs is likely going to be interested in a different conversation than someone in the process of selecting their first bumper pull camper trailer.
Despite that, if you have regular communications of general information to your clients (and surely you do), fundamental topics like changes in waste disposal and easier ways to winterize are always going to be in context – assuming you send the winterizing information in the month or so before your clients’ first freeze.
The key to getting the right info to the right people is to segment the audience (and thus the information), while not forgetting fundamentals that everyone can use a refresher on now and then.
Segmenting fundamentals
So how would you segment the educational marketing messages you provide to clients and prospects? How about new prospects, new clients and old hands?
For prospects, a “How to buy” series of information is a highly useful, low pressure way to identify the differences between yourself and the rest of your market, without naming anyone. “This is what we do and this is why we feel it’s important, be sure and ask these questions” is a powerful way to set the tone for the purchase process.
For new clients, provide a jump start. This will also give them a “this is reality” view of what ownership is like that can defuse a naturally occurring case of buyer’s remorse.
For old hands, discuss the questions that cause you to say “Hang on, let me go ask someone in the back“.
Speaking of fundamentals, that’s what this was all about.
Want to learn more about Mark or ask him to write about a strategic, operations or marketing problem? See Mark’s site, contact him on Twitter, or email him at [email protected].