“I want to be her daughter again.”
I recently heard a woman express that “wanting to be her daughter again” was the reason she chose my client’s memory care residences for her mother. In this, I also heard a reminder that beyond a sale, a message, a campaign or a budget are real people with real lives looking to our communities for real solutions.
Wanting to be her daughter again meant that she didn’t want to be mom’s caregiver, financial planner, driver or family psychologist. She just wanted to enjoy the time she had left with mom, as her daughter. That was so easy to understand and, more importantly, it was so apparent my client and her organization understood it, and that’s where a creative solution for this community began.
We often counsel our clients that the best marketing communications connect with our audiences on an emotional level. After all, isn’t that how most major decisions are made – decide emotionally and defend rationally? This experience also got me thinking about lessons I’ve learned over the years about making connections:
• I’ve learned that something insignificant can be significant. A dish pattern was the beginning of an entire campaign.
• I’ve learned that putting yourself in someone else’s shoes is invaluable. Read a letter you wrote as if you were receiving it in the mail.
• I’ve learned that you can’t say everything in one ad. The most effective ads are about one clear benefit.
• I’ve learned that telling a story works. Testimonials don’t feel forced, and they don’t sound like marketing speak.
• I’ve learned that sometimes a BIG idea is needed. A failing CCRC brought an interesting speaker and hundreds of new leads to the community.
• I’ve learned that the most successful results typically happen when a client truly spends the time to communicate the wants, needs and desires of their audience. And when we ask questions and listen to the answers.
So, when you’re wondering how to connect with your audience in a very meaningful way, keep your ears and eyes open, because your residents, future residents or their families will tell you how your community connected with them. Then let’s talk.
Great post, Andrea. I couldn’t agree with you more. Talk to people, ask questions, listen to the answers and they will tell you how they feel and what’s important to them. That’s what they will really want to talk about. That’s what they will really want you to talk about. Ultimately, it gets to the “why” you do what you do, not the “what” that customers ultimately care about.
I agree as well, though it takes a lot out of a person to come to the realization of these sort of matters, talking to people and asking questions necessary is important.
I agree and agree with the comments. It’s so important to understand what is going on and things that you can do to help out. I had issues with patience with my grandmother, and after I just stopped to realize that my emotions were negatively affecting the situation, it was relatively easy to fix.
I have a degree in advertising and public relations and all of these are great advice. Especially establishing one clear idea and making sure everything can be tied back to that idea.
Having a clear picture of your target audience is another big thing. Sometimes they say to picture ONE person and build off of that. If your target audience is too broad, then people can’t understand or retain anything from it because they don’t understand. People’s minds naturally want to understand and organize information, so even if the message isn’t intended for them, it’s easier for them to understand it than if it was meant for them and a million other people.
Jane,
I like the way you think. The one audience, one idea challenge is what we strive for. When there are so many selling a rather complex product with real emotions behind the decision making, it’s more important than every to stay focused. Thanks for the reminder.