One post, one client

Believe it or not, you need to speak to different clients differently.

One of the biggest mistakes I see in marketing is when clients want their social media posts to be aimed at ‘everyone’. This results in posts that talk about every single possible customer and how my client can help them.

And I get it – you don’t want to miss out on an ideal customer or alienate a group just because you didn’t mention them in your socials.

Unfortunately, if you try to communicate with everyone in every post, you’ll end up communicating with no-one. You end up with a dull and boring shopping list that nobody will read.

So, what’s the answer? Limiting your posts to one offer and one customer every time.

One offer. One post. One customer.

We all react to marketing strategies differently, just as we all respond to certain tasks differently, like buying shoes.

Some people want the:

• highest heels
• shiniest finish
• most upmarket brand
• most comfortable pair
• best colour (red, of course!)
• cheapest pair
• ones that match their current outfit because the pair they’re wearing just fell apart.

And the same person can want all those things at different times for all sorts of reasons. They may want the shoes for:

• a wedding
• work
• a reward for themselves
• because they’re bored
• to impress
• pure function
• prestige.

You can’t talk to everyone in every post

The problem with the marketing I described above, where the business is trying to talk to all their customers, is that their posts often look like this:

Do you need shoes for that special wedding, job interview or party? Are you on your feet all day and need every day comfort? Do you long for Manolos or want to impress your boss? No matter what you’re looking for, we have the shoes for you.

Now, this isn’t terrible copy, but can you imagine people who buy Manolo Blahnik shoes wanting to be mentioned in the same breath as people who want ‘every day comfort’? They are such different customers, I’d be surprised if a single shoe shop could cater for them all.

And that’s the sort of copy I see some clients using when they’re posting on their socials.

One offer. One customer.

A much better way to approach this would be to consider a single client with a single need. Let’s go for ‘everyday comfort’.

Are you on your feet all day? Do you wish you had a pair of shoes that not only met your workplace safety requirements but were also comfortable as well? Introducing our most comfortable, sturdy and stylish shoes – the Max Cushioning Arch Fit Nursewear shoes.

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While this isn’t the best copy in the world, it speaks to a single customer and talks about a single issue that they face.

So, when you’re planning your social media, you need to think about which ideal customer you’re talking to, and speak to them only. Of course, you should plan to speak to each of your ideal customer groups over the year…but remember, it’s one customer at a time.

One offer. One post. One customer.

Look at you having read all the way to the end! I’m flattered!

Reach out

If you’re finding this a little overwhelming, don’t despair. You don’t need to have it all figured out. Reach out or book an obligation-free call and we can start work on how to tie all your content together…and reach the right customers.