The Doctor Dolittle Guide to Marketing
What does Dr. Dolittle have to do with marketing? Or even marketing in the 21st century?
After all, the original Dr. Dolittle wore a tall top hat, tails and lived “long ago when our grandfathers were little children.”
However, he also knew the value of taking the time to listen, learn, and use the language of his patients.
Use Your Customers’ Language
The movie musical version of Dr. Dolittle sang,
“If I could talk to the animals, just imagine it,
Chattin’ with a chimp in chimpanzee”
Marketers need to do this too.
If you don’t talk the way your prospects talk, they’ll tune you out.
For instance, I got an email message today that said, “How can I get BDM for my Product?…We specialize in optimizing business processes and implementing ERPs.” I have no idea what that means, what problem they solve, or whether I have it.
When you create calls to action or write headlines, think about how your customers say what they want. Do they want a “price estimate” or a “quote”? To “retouch digital files” or “edit digital photos.”
Where Does it Hurt?
In the book, once the animals learned that Dr. Dolittle could speak to them in their own language, they told him where it hurt, how they felt, and he could cure them easily.
If you tell the average non-techie business owner that you create Joomla web sites it won’t mean anything. Say you can get them a Web site in a week and they’ll sit up and take notice.
Understand Them and They’ll Trust You
After Dr. Dolittle cured them, the first group of animals went back and told their friends that there was a doctor who understood them. Whenever any creature got sick, they came directly to his house, so his garden was always crowded with animals trying to see him.
Build authority and trust by talking about the kinds of problems your customers have, in the words they use. Your customers will (ahem) flock to you.
Photo: the young thousands
Related posts:
Get posts with RSS
0 comments
Kick things off by filling out the form below.
Leave a Comment