Not too long ago I wrote an article about fountain pens on Medium. It got a little bit of interest and so I thought that I’d put a link here.
I hope you enjoy this re-post from http://www.skyword.com. For anyone reaching out to their perspective client base there are some interesting and important insights here to reshape our thoughts about who those persons are.
This is a longish read at eight minutes. It may be a little into the weeds of marketing, but it speaks to the ideas that old fashion segmentation using tired categories may not be your most effective way to find customers.
So here’s what the author Lauren McMenemy has offered. Enjoy!
Age and location-based segmentation was always a flawed tactic. Will post-demographic consumerism’s hyper-targeting get more eyeballs on your content?
— Read on www.skyword.com/contentstandard/marketing/moving-beyond-audience-segmentation-what-marketers-can-learn-from-post-demographic-consumerism/
You work so hard developing your business. You know it best. But would fresh eyes and ideas help?
Stuff. The physical things, the places, and the senses and feelings that we get from time-to-time. A look at how we all value the time we have, really the moments of any given day that we have in life. That’s what I’m thinking about here. It’s just a sort of look around in my head. Big empty spaces…
There are surely many ways to reflect on our emotions and feelings as we live day-by-day, but let’s just think a bit about times that we enjoy. To think about the tiny influences that change the momentary experience of living into something different than a basic bland or routine set of feelings. Thinking about things again – items in our existence. My existence anyway.
The sound of the door closing on the VW beetle from my youth. It was solid, it felt like the car was sealed upon closing. It was very satisfying to the ear. Each time the doors opened or closed reaffirmed the wisdom of buying that car. Likewise, the heavy enamel paint seemed superior to the thin overspray seen back then inside the doors of US made cars. The car itself was modest. The cost was low. It was not very powerful, the heater was inadequate, the interior was small, and still, the Beetle was a cool choice. It brought satisfaction to many.
How about vent windows, as long as I am thinking about automobiles. I was content for years without air conditioning, having vent windows on my cars and trucks. Putting down the windows and popping open the vent windows to keep out the blast of air while driving was part of the joy of summertime driving. Why did the auto industry give up on those vents? Joy comes from little things much of the time.
How many details in our life have been scrubbed out that mattered to us? The smell and feel of an old library or bookshop, coffee brewing in the morning, a comfortable jacket. What can you think of?
I have a writing prompt that says, “Evoke a Feeling!”
What about in life? In business? Shouldn’t a business be trying to create satisfaction and joy for the customers? There seems to be an almost endless supply of these sorts of opportunities to bring customers to the realization that buying from you will be rewarding. That perhaps it can even touch the emotions that they haven’t been able to satisfy for lack of an empathetic supplier. Often it doesn’t cost much to fulfill the need.
What could you add to your customer’s experience that wouldn’t cost much, or nothing at all, that might make them feel an attachment, an appreciation, for what you offer?
Until now, I’ve been posting here with the intention of influencing the reader to contact me about collaborating. I wanted to develop client relationships and had fully intended to head out and sell my proposition in person, as part of my business efforts. That never happened.
I find that I enjoy the writing process more than meeting face-to-face and selling my ideas. So I am going to shift my focus a bit. This site is going to become less about my thoughts and recommendations, and more far ranging; finding, reposting, and referencing ideas that business owners can use successfully to promote their products and their business brand.
Storytelling will still be a part of the mix, but why preclude other effect ways to reach out to the customers? Hopefully this will create a bigger picture with many options to bond with the people wanting to buy and only needing clarity to do so.
I hope this will increase both your interest and my own. There’s a lot to research and learn.
This was something that I wrote in January 2013. I came upon it today and enjoyed re-reading it. I thought that it made sense to share it here. It wasn’t meant for publication when it was written.
I am hoping to capture a feeling. I am reading what I wrote about storytelling yesterday. The idea of creating a sense of what the product or brand creator wants to impart to the customer base is a good one. It is what I think is valuable about storytelling, writing, or using media to shape emotions that are related to the product or entity.
The feeling that I want to capture though is the feeling that I want to feel while creating this written content – the story. I would like to become immersed in the thoughts and emotions of a great experience. It can be as simple as the taste of wonderful coffee for Starbuck’s. Or perhaps a great experience driving a Fiat 500 or VW Beetle. These are not factually based. They are more about the cognition of feelings – good feelings.
This sort of writing and collaboration is premised upon a positive emotion. It is a contradiction to the terrible and extreme negativity of our lives today. It is a counterbalance to those messages of despair. Writing these positive and uplifting messages would be a happy experience, at least the way that I view things.
How much of this can be applied with good effect to more mundane brands and products? What can be said about less refined products or services than those created by billion dollar organizations? It depends I think.