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Mind Capture

By Tony Rubleski
President & Author,
Mind Capture Group
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In an age of great choice, almost non-existent attention spans and the Internet, customers and prospects have become much smarter and pickier about who they choose to spend time and money with. I’m a firm believer that the best marketers in any industry often win in the long run and understand that they must continually earn and never take business for granted.

Here are six additional reasons why it’s of key importance today to customize your communications to build mind capture with your marketing communications:

1. The ability to niche message is becoming expected and easier to pull off
2. The prospect and customer of today is becoming more and more resistant to mass messaging due to time shifting and new tools created specifically to filter out ads — think TiVo, Podcasts, YouTube, etc.
3. People are burned out and even offended by marketers who are woefully still trying to cram a square message into a round hole
4. In the age of free content, information and a sea of competing choices, people’s expectations and appetite for customized solutions is quickly becoming the norm
5. If you don’t differentiate and add value — perceived or real — you risk losing profit margins and move into the realm of becoming a commodity in your marketplace
6. In a tightening economy people are more price sensitive, pickier and often waiting longer to make decisions in the selection process

Let me narrow down your search and share with you three smart ways to customize and make your communications memorable, that top marketers use to connect with people in an ever increasingly noisy and saturated media universe.

Three tips to help you better connect with customers

1. Use custom mailings such as cards, articles or an unexpected gift or thank-you note. I love direct mail. While more and more companies are foolishly abandoning it for a variety of reasons I will not waste space arguing here, all I can say is that many smart businesses and non-profits use it with outstanding results. Take away all my marketing tools if you must, but leave me with a pen, card and a postage stamp and I can connect with almost anyone on the planet.
2. Employ humor and make people laugh. Business is far too stuffy and “corporate” these days. Always remember that real people, not focus groups or company yes men, are the folks you’re trying to reach. An often overlooked way to capture people is to get them laughing. It’s a positive emotion you should employ in your communications.
   
   I’m not going to be politically correct here, and tell you how and when to use it. You know your customers better than anyone else. Tune into them, do what’s comfortable and get them laughing. Positive reaction, word-of-mouth and new sales are often the by-products of this smart strategy.
   
   
3. Reveal something unique about yourself. As a professional speaker I have the honor to get in front of thousands of people each year. Without a doubt what helps to build the bridge with my audiences is the use of stories from business and my own life. I reveal memorable moments that often center on my wife and our three children. I enjoy telling the stories and the lessons learned. Based on comments we get from the audiences and meeting planners, they appreciate me sharing other shades of what makes me tick versus strictly business only.

Here are a few ideas to help you get the ball rolling:

• Fun or memorable stories related to family, friends and customers
• An award or accomplishment you or a key business associate have earned
• Your successes and failures and the lessons learned from each
• Hobbies, or things you enjoy doing outside of work
• Causes you believe in and give time, energy or monetary resources

The economy has changed and is not going back to the way it was. Customers are now seeking and expecting relationships from those that they trust and do business with. Employ these three tips and you’ll reap many benefits including improved communication, referrals and positive word-of-mouth for your organization!

Bestselling author Tony Rubleski, is the president of Mind Capture Group based in Spring Lake. For feedback and/or column ideas he can be reached at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

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• columnist
• marketing
• mind capture
• tony rubleski