Cape Town, 11 Dec 2014
Dear CMO at Company X,
You don't know me personally (I can tell from your generic marketing communications), but I thought I'd take the time to write you a short letter and tell you what I'd really like to see from your company.
It seems very wasteful, and frankly, ineffectual, for you to keep sending me communications that don't work for you or me, so I hope the following information helps.
These are the things that will make me pay attention to your offers:
* Make it relevant: Above all else, I ask that you please make your message relevant to my needs. Why are you sending me the same product offer when I have rejected this at least five times? It's so irritating having to reject you now for the sixth time as well. Why not use some intelligent analytics to see what I need? Are you not able to glean an appreciation of my past behaviour to determine what I would most likely prefer from you? The key to unlocking my wallet lies in you getting to identify the best moment to deliver a personalised offer to me.
* Keep it real: The fact that you keep sending me generic information shows you have no idea about me and my needs. I would imagine you want to build a connection with me, a rapport. After all, I'm going to be spending money on services like yours for the rest of my life. So show me some genuine interest ? that you care about me as a customer and not just as an account number. My trust (and my wallet) is not there for the taking - it needs to be earned.
* Evolve your thinking: It's hard to believe I've been a customer of yours for seven years. I still remember all the great things you did to woo me over from your competitor. It was great - I felt like you really cared. What happened after that? It's been seven years and all you send me are the latest broad product and service pitches, hoping that something is going to stick. Well I've spent a lot of money with you and I'm getting restless. And guess what? That old competitor of yours is doing some pretty attractive wooing right now.
* Make it simple: I'm a busy person and I get bombarded with lots of communications every day. If you want yours to stand out, make it clear, clean and simple. Don't make me work hard to figure out what you're saying or get me to do something. I already work hard and I'm not ready to invest that much energy in your company.
* Exciting, fun and different: I may sound like a nag, but there's nothing wrong with keeping your communications lively, visually and in the written word. Everybody likes a little fun, and it just might get me more engaged. But keep in mind there's a difference between engaging and gimmicky. The latter will immediately lower your brand's stature in my mind. Don't go there.
* Interactive: The last thing I'll say is that I don't want to be spoken 'to'. We've been in this relationship for seven years now and I'm sick and tired of this one-way conversation. Give me some opportunities to talk back and share my thoughts. If your competitors can talk to me at the right time, offering me the right product for my needs, when I want it - why can't you? You might just find I have some good ideas (and then I wouldn't have to write this letter to you).
Yours truly,
A potentially more valuable customer who might leave soon.
Share