The Sunday Talk – Connect To Your Customers On A Human Level


Hi, guys. It’s Monday again. It’s raining again and after working for seven days last week I am a bit tired. But do you see me complaining about it?
Last week many of you started complaining about the new Google algorithm change called Fred or whatever. About the new Google algorithm rules but com on people – it’s business for us and it’s business for them. So if it doesn’t work they will definitely change it.

On the other side, if you’ve been listening to me carefully by now you are heavily investing in your branding.
Because if you connect to your customers on a human level they will buy from you regardless whether you are number one, two or three in the SERPs.
I know branding is a long game but this is the only way forward.

Why do I always say ‘connect to your customer on a human level’?
Let me give you an example. More like a story really.
Last week I went to Birmingham to shoot an inspirational video for a big corporation.
As I was walking around the NEC conference center suddenly I saw a woman dressed like a Wonder Woman. Yes, Wonder Woman.
I’ve never been interested in Superheros. But suddenly I wanted to know the reason behind the Superhero obsession. Her day to day job. Basically everything about her.

It’s exactly the same when it comes to SEO and Social Media.
You have to create something truly unique that captures your customer’s attention and imagination.
The potential client is going trough his boring facebook or Instagram feed and suddenly he sees your brand. And boom – he is inspired.
He wants to know more about your brand. He wants to know more about your products.

Trough his eyes you connected to his heart. Only now your call to action (CTA) will be really successful. And when it comes to you make him feel like a Superhero with your custom made tires.

So why is everybody calling me when I am driving? Is it because everybody wants me to lose six points from my driving license?
Anyway, I am listening.
So you are saying that the list article is bringing tons of traffic. Good.
So you’ve taken my advice on board. And your boss is happy. Nice one. But did you do the inspirational article as well? No, you haven’t.
Oh, my God. So then you’ve only taken half of my advice on board.

The thing is I am happy because you are paying me money. Your boss is happy because you are satisfying his traffic ego. But your brand, your brand cannot be happy with just traffic. Your brand needs true followers.

I just had a chat with a company and one thing came to mind that I wanna make very very clear.
Our goal in creating content, in sharing content with the outside world is not blog traffic. Our goal is finding believers. People who’re gonna keep on coming back to our company again and again and again. Because they truly believe in our products or services.

Wednesday evening. I just came back from work and there was a terrorist attack in central London. I am not afraid really. More like surprised that in the year 2017 some people still believe that they can change our way of life by killing a bunch of innocent people.
I don’t know really. Shame on you people. Shame on you.

“Tomorrow morning, we will come together as normal. And we will all move forward together. Never giving in to terror. And never allowing the voices of hate and evil to drive us apart.” – Theresa May, British Prime Minister

This Sunday I’ve decided to be very practical and talk about one of the building blocks of being successful online which is continuously monitoring the relationship between your business and your customers.
For a start, the process of defining your targeted audience/ideal customer has many stages.
First, you really have to try and understand what clicks with your targeted audience and makes them buy from you. Then you have to define who your targeted audience is.

Once you know those two you really have to try and understand the relationship between them. Not just that but you have to continuously monitor this relationship because as it happens in real life the first time around you probably didn’t understand the reason behind the reason of your customers buying from you.
To understand my point let me give you a good example.

Two, three months ago a company that makes healthy chocolate bars came to me for help. They were like ‘Omi, our healthy chocolate bars are well priced, unique but the competition is still doing better than us. Why?

So my first question was ‘Have you found your ideal customer?’
And they were like ‘Yes, women of certain age who want to live a healthy lifestyle.’
I started analyzing the data and very quickly it became very obvious that after finding their ideal customer like may other companies out there they went one directional. They started bombarding the customer with content and advertising and they stopped analyzing the data that was coming back to them. And the data was telling them that the women who buy their healthy chocolate bars were doing it because they wanted to stop their kids from having the unhealthy option.

So what the competition is doing is instead of wrapping their healthy chocolate bars all in green they will do half green and half a character from a comic or a cartoon.
So when those women take those healthy chocolate bars home their kids are naturally drawn to the product they can relate to.

Continuously monitoring the relationship between your business and your customers allows you to truly understand the emotional reason behind your customers buying your product.

Or in other words

Connect to your customer on a human level.

Guys, come back here next Sunday because you’ve got the problem and I’ve got the solutions.