Use “Inspiration” as a Customer Magnet

Glorious sun, awe inspiring nature at its best!,
originally uploaded by bharathiclick.

I'm going to "pay-it-forward" today.

I got a wonderful e-mail this morning from Ron McDaniel of Buzzoodle. Here is the excerpt that inspired me.

"…Instead of wondering if you should set up a blog or how often you should post, maybe you should be asking yourself, "Can I write something that will inspire someone to be better?"

This snippet not only added some clarity and focus to the way I will approach my blog posts, but it made me reflect on the power of "Inspiration" itself.  As human beings, we make emotional decisions.  We like to pretend that we don't, but there have been enough studies and books written on the subject to show us that this is the absolute truth. (Check out Neuromarketing and 7-Triggers to Yes as a start).

So, if emotions are the most potent buying trigger let's skip the negative ones like "fear" and go for "Inspiration."  It may not be as dramatic – but I'd say it's definitely more fun.  In addition to that, I think that it's a more powerful "glue" emotion both for employees AND for customers.

How to use Inspiration as a Buying Trigger and Customer Magnet

1. Reflect.  Yes, take a moment and look INSIDE yourself for just a moment.  What is it about your business and what you offer your clients and customers that YOU love?
2. Tell the Story. Put this reflection into a story.  Your employees and your customers want to work with real people who are like them.  If you know yourself and you know your customers, your story will act as a magnet to them.  This step will take plenty of telling and re-telling to get just the right amount of stickiness to it.  Put it together right and it will be told and re-told. (Check out "Made to Stick" for a great how-to guide on creating stories that stick and spread.)
3. Look for physical evidence.  By definition your company is unique.  If each person is unique, then the combination of people that work with you and for you are — UNIQUE.  No competitor or alternative has that wonderful combination.  So, look for evidence around your company for that special "difference" that will inspire your customers.  I have a client whose entire organization is filled with persnickety, detail-oriented people.  They are insane about data and having everything be just right.  Their in the financial business – so that's a great thing!  Their customers should LOVE that.
4. Connect with Customers.  When was the last time you actually just "chatted" with your customer?  Having a non-business conversation with your customer will help you get to the reason they chose you in the first place.  If you focus on the customers you love that love you back – you just might be inspired yourself.  Why not put it out there and ASK them "in what ways you inspire them?"  This will surprise them – but don't back down. The answer could bring out a profitable differentiator.
5. Live it.  Don't just put these experiences aside – use them to make money and collect a community of loyal, fun customers that you inspire that inspire you to be more, better and hence, the obvious choice for those customers.

Don't kid yourself.  There is too much bad stuff out in the world that we all have to deal with every day.  Any organization that makes life fun and inspires us to move forward better off than we were – will get the business.