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No, your prospective client is not XYZ Company. It is one person. One person who has a wife and children…or who just went on a memorable vacation…or who is worried about his job security. You need to know him as personally as possible and learn what problems he’s trying to solve. You’ll get that job if you can convince him that you completely understand what his problems are and can help him solve them.
Those words were spoken not by a marketing consultant or sales trainer but by the partner in a Kansas City design firm during his participation in an AIGA* panel discussion about creativity recently. His experience successfully marketing and selling his firm’s services have taught him what many business owners have yet to understand.
It’s about the importance of focusing on individuals.
It’s also about who those individuals ARE, which occurred to me when I received the email announcing the event where I heard the words above. Just like other email the local AIGA group sends out, it didn’t need to be in-your-face salesy. It simply announced the event in a way that would appeal to me and the other creative individuals on their mailing list.
Lessons learned from the AIGA: To get people interested in what you have to offer, direct your marketing toward the right audience and then talk to them as individuals.
* American Institute of Graphic Artists
Copyright © 2011 Nikki Evans, Spotlight Writing