CoatingsPro Magazine

MAY 2015

CoatingsPro offers an in-depth look at coatings based on case studies, successful business operation, new products, industry news, and the safe and profitable use of coatings and equipment.

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COATINGSPRO MAY 2015 29 Your Market First, there's your market. Now you're likely saying, "W hat do you mean by 'my market?' Isn't it obvious? My market is my past customers!" Te answer is, "Yes, but no." Assume you have a business like mine in protective coatings. Is the customer that had a safety coating applied to a concrete shop foor the same as the pharmaceutical company that had a cooling tower re-lined? Maybe. But more than likely not. Certainly there might be some overlap, but ignoring the fact that there may be signifcant diferences in these two customers could jeopardize your eforts. It is always better to segregate your customer list into as many smaller subsets as possible so you can tailor the second piece of the puzzle — the message — to that particular customer. The Message Te message is the second piece in the equation. It should be customized to each customer subset as much as possi- ble. You want the reader of the message to think to him or herself, "Hey! He's talking about me!" You do that with words that tap into the reader's emotions. And yes, this especially applies to business-to-business (aka B2B) relationships. Te truth is that businesses buy nothing. People in businesses make buying decisions. For maximum results, you must inject emotion into your message. For example, to the power engineer who has a leaking cooling tower, you may want the message to say something such as, "…the hours you'll waste up on the roof of your plant. Cursing and swearing as you shiver and shake, hammering and chiseling through three feet [0.9 m] of ice that's swallowed the cooling unit for your heat treating plant. Your hands numb from the cold, your feet pounding in pain as ice water flls your boots. We could do that for you!" You don't think this guy has a strong emotional need to fx (aka recoat or touch up) his leaking cooler? You might be saying, "Well, that's not professional." And you're right. But emotional copy will let this customer know that you have the solution to his specifc problem. You must; all of the other messages that he's seen talk about tensile strength, years in business, and the commitment to the customer. W hat your customer is wondering is if the other guys are so committed, then why do you know what he's going through and they don't? Don't underestimate this; if you do, it will cost you sales. Just remember, Marketing Savvy Wr i te in Re ad e r In q u ir y #106

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