{"id":65220,"date":"2022-04-19T08:44:00","date_gmt":"2022-04-19T12:44:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=65220"},"modified":"2022-05-03T13:47:19","modified_gmt":"2022-05-03T17:47:19","slug":"customer-appeal","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/customer-appeal\/","title":{"rendered":"How to Maximize Your Customer Appeal: The 4 Rules"},"content":{"rendered":"\n<p>How can you make your offer appeal to your target customers? What are some things to keep in mind as you design your <a href=\"https:\/\/www.shortform.com\/blog\/marketing-message\/\">marketing message<\/a>? <\/p>\n\n\n\n<p>Once your business has something of value to offer, you must think about how to make it appeal to your target customer. The product might meet the customers&#8217; needs, but it&#8217;s appealing marketing that makes people buy it. <\/p>\n\n\n\n<p>Here are some tips on how to maximize your customer appeal.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-appeal-to-your-customer-base\">How to Appeal to Your Customer Base<\/h2>\n\n\n\n<p>The point of marketing is to make your offer as attractive as possible to your potential customers. To maximize your customer appeal, keep these four rules of thumb in mind: <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-keep-your-message-short-and-direct\">1. <strong>Keep Your Message Short and Direct<\/strong><\/h3>\n\n\n\n<p> Just because people are interested in your offer doesn\u2019t mean they have unlimited attention to devote to your content. If your marketing message doesn\u2019t <a href=\"https:\/\/www.shortform.com\/blog\/what-is-the-main-point\/\">get to the point<\/a>, people will lose interest.<\/p>\n\n\n\n<p>(Shortform note: Research backs up the necessity of getting to the point in your marketing: <a href=\"https:\/\/www.wyzowl.com\/human-attention-span\/#:~:text=According%20to%20research%2C%20our%20attention,or%20object%20for%209%20seconds.\">The average attention span is just 8.25 seconds<\/a>\u2014if you don\u2019t engage people\u2019s attention within this time, they\u2019ll automatically switch their attention to something else and you\u2019ll lose your chance of appealing to them.)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-pay-attention-to-when-potential-customers-are-susceptible-to-your-offer\">2. <strong>Pay Attention to <em>When<\/em> Potential Customers Are Susceptible to Your Offer<\/strong><\/h3>\n\n\n\n<p>Even if people are interested in what you have to offer, they\u2019ll only pay attention to your content when it suits them. For example, they may willingly engage in your content when they\u2019re shopping online but might block your content if you spam their browser with advertisements while they\u2019re working.<\/p>\n\n\n\n<p>(Shortform note: How can you find out when your customers want to hear from you? Management experts suggest that you can achieve this by tracking, collecting, and integrating data\u2014such as demographic, psychographic, or clickstream\u2014about potential customers and the circumstances in which they make purchases of similar products and services. This will help you to <a href=\"https:\/\/hbr.org\/2011\/12\/know-what-your-customers-want-before-they-do\">tailor your offer to suit the preferences of individual customers<\/a>.)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-provoke-a-positive-emotional-response-by-clarifying-the-benefits\">3. <strong>Provoke a Positive Emotional Response by Clarifying the Benefits<\/strong><\/h3>\n\n\n\n<p>Clearly demonstrating the benefits of your offer encourages people to imagine how good their lives will be after accepting the offer. It also makes them feel like they\u2019re missing out as long as they don\u2019t have it. One way to do this is to offer free samples or trial periods so that potential customers can directly experience the benefits of your offer.<\/p>\n\n\n\n<p>(Shortform note: While it\u2019s true that free samples and trial periods offer a way to experience the benefits of your offer, people are unlikely to feel emotionally engaged or sign up for these free trials unless they feel like they <em>need<\/em> those benefits. To provoke this feeling of need, the authors of <a href=\"https:\/\/www.shortform.com\/app\/book\/positioning\/1-page-summary\"><em>Positioning<\/em><\/a><em> <\/em>suggest <a href=\"https:\/\/www.shortform.com\/app\/book\/positioning\/1-page-summary#what-does-positioning-look-like\">over-simplifying the value you intend to offer so that your customers can immediately understand the benefits<\/a> they\u2019ll receive. For example, if you offer a professional cleaning service, focus on a simple benefit your customers get from using your service\u2014they get to come home and relax knowing that all of the chores have been taken care of.)&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-make-use-of-endorsements-to-establish-trust\">4. <strong>Make Use of Endorsements to Establish Trust<\/strong><\/h3>\n\n\n\n<p>When people see someone they like or respect advocating your offer, they automatically take notice. Additionally, they subconsciously transfer their positive feelings about this person to your offer: \u201cIf so and so\u2019s representing this, it must be good.\u201d&nbsp;<\/p>\n\n\n\n<p>(Shortform note: Because they help to establish customer trust, <a href=\"https:\/\/www.hbs.edu\/faculty\/Pages\/item.aspx?num=40853\">endorsements also increase a company\u2019s sales by an average of 4 percent<\/a>. Marketing experts suggest that <a href=\"https:\/\/blog.hubspot.com\/marketing\/celebrity-endorsements\">effective endorsements hinge on two factors<\/a>: First, how well you know your potential customers\u2019 interests\u2014this guides your decisions about what type of endorser to look for. For example, if you know that your customers care about the environment, you\u2019ll look for someone who has already expressed an interest in similar issues. Second, how authentic the endorsement seems\u2014the easier it is for people to believe that the endorser actually uses your product or service, the more authentic and appealing it will be.)<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>How You Market Your Product Depends on What You\u2019re Selling and Who You\u2019re Selling To<\/strong><br><br>As you develop your marketing strategy, consider which of the following five markets best suits your specific offer. Or, if you\u2019re looking for a business idea, choose a market based on which strategy most appeals to you. Then, focus your research on products and services that fall into your chosen market.<br><br><strong>Mass Market:<\/strong> You\u2019re selling to one large customer base with similar needs\u2014you need to appeal to and engage as many people as possible. For example, Colgate (a <a href=\"https:\/\/www.shortform.com\/blog\/product-based-business\/\">product-based business<\/a>) benefits from advertising in the mainstream media because toothpaste is an essential, widely-used personal care product that everyone needs.<br><br><strong>Niche Market:<\/strong> You\u2019re selling to a small customer base with unique requirements\u2014you need to target these specialized needs. For example, Lush (a product-based business) targets customers who care about vegetarian products and eco-friendly practices, so its social media strategy focuses on engaging \u201cgreen\u201d consumers.<br><br><strong>Subdivided Market:<\/strong> You offer slightly different products and services, so you need to employ different approaches to meet customer needs. For example, an estate agent\u2019s customers each have different budgets. The estate agent (a brokerage-based business) may spend more time and resources attracting and developing relationships with wealthy clients looking to buy and delegate management of lower-income renters to employees.<br><br><strong>Diversified Market:<\/strong> You offer distinctly different products and services to <em>unrelated<\/em> <a href=\"https:\/\/www.shortform.com\/blog\/customer-groups\/\">customer groups<\/a>, so you have to employ separate customer targeting strategies. For example, Johnson &amp; Johnson (a product-based business) provides healthcare products to consumers as well as medical devices and equipment for hospitals\u2014both groups have unique needs.<br><br><strong>Multi-Sided Market:<\/strong> You serve <em>interdependent<\/em> customer groups so your approach needs to appeal equally to both parties. For example, online marketplaces (an attention-based business) need to appeal to and accommodate both buyers and sellers to operate efficiently\u2014they can\u2019t serve one group without the other group\u2019s active participation.<\/td><\/tr><\/tbody><\/table><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>How can you make your offer appeal to your target customers? What are some things to keep in mind as you design your marketing message? Once your business has something of value to offer, you must think about how to make it appeal to your target customer. The product might meet the customers&#8217; needs, but it&#8217;s appealing marketing that makes people buy it. Here are some tips on how to maximize your customer appeal.<\/p>\n","protected":false},"author":7,"featured_media":45921,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,104,103],"tags":[609],"class_list":["post-65220","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-marketing","category-sales","tag-the-personal-mba","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Maximize Your Customer Appeal: The 4 Rules - Shortform Books<\/title>\n<meta name=\"description\" content=\"The point of marketing is to make your offer appeal to your potential customers. 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To this end, keep these four rules of thumb in mind.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/customer-appeal\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2022-04-19T12:44:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-05-03T17:47:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2021\/08\/marketing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"500\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Darya Sinusoid\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Darya Sinusoid\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/customer-appeal\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/customer-appeal\/\"},\"author\":{\"name\":\"Darya Sinusoid\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/0421cce75bc249b11e2517b3a91f9c46\"},\"headline\":\"How to Maximize Your Customer Appeal: The 4 Rules\",\"datePublished\":\"2022-04-19T12:44:00+00:00\",\"dateModified\":\"2022-05-03T17:47:19+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/customer-appeal\/\"},\"wordCount\":1010,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/customer-appeal\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/08\/marketing.jpg\",\"keywords\":[\"The Personal MBA\"],\"articleSection\":[\"Business\",\"Marketing\",\"Sales\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/customer-appeal\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/customer-appeal\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/customer-appeal\/\",\"name\":\"How to Maximize Your Customer Appeal: The 4 Rules - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/customer-appeal\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/customer-appeal\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/08\/marketing.jpg\",\"datePublished\":\"2022-04-19T12:44:00+00:00\",\"dateModified\":\"2022-05-03T17:47:19+00:00\",\"description\":\"The point of marketing is to make your offer appeal to your potential customers. 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