Marketing to the Worldview of Your Customers

Marketing to The Worldview of Your Customers

A worldview is a philosophy or set of values through which people interpret and interact with the world. Do you understand what this is for your ideal customers?

Communities align with businesses and brands that reaffirm their worldview. Tweet this

This is the power of your story.

The Market Shapes Your Story

When you launched your small business, you most likely tested the idea by sharing it with friends who eagerly supported you. In fact, a few of them probably became your first customers.

If your business delivered on its promise, those early customers shared your story with their friends, at least to the extent that they understood it.

What happened over time is their worldview shaped your story to become what it is today. This is a subtle, yet powerful aspect of marketing that many businesses miss.

Most businesses are so busy promoting the features of their latest products that they forget it’s what their customers are saying that matters most. That’s because their friends are listening to them. Having a digital marketing company in Honolulu, Hawaii backing your business with superior SEO can truly improve your revenue.

Learn Which Words Trigger a Response

If you are intentionally listening, the key words that your customers identify with will jump out of the conversation. They are embedded in their stories, and should be in yours too.

Study these words, because they become triggers for attracting others that share their worldview. They reveal what it is about your business that gets and keeps people associated with it. Most important, it gives you a better understanding of who they are as human beings.

  • What they say and do
  • How they think and feel
  • What they see and hear

Hopefully, that last one is your media, provided your media is congruent with the other media they engage with that reaffirms their views.

Therefore, commit to making a list of the media sources they follow. Then have your team subscribe to and get familiar with them.

Get Involved with Customers to Learn

A young couple that was a customer of my landscape business shared something with me that changed how we marketed and operated. They said: “You know what we like about you Jeff? You’re a neatnik.”

The word neatnik is an old-fashioned one you would not expect someone in their twenties to use, so that caught my attention. After translating neatnik to attention to detail, suddenly a lot of things became very clear.

We soon discovered our customers valued the little touches that personalized our company and the people within it. This included picking up the newspaper from the driveway when greeting the customer at the front door, and how our mowing crews neatly rolled up the garden hose instead of just tossing it into the bushes like so many other companies.

What is it about your business that resonates with how your customers see the world? Tweet this

This is what shapes the stories they tell about you and your business? I’ll give you a clue; it’s not quality.

Quality is a meaningless word these days. Reliability, simplicity, consistency, friendliness, and attention to detail are examples of what people talk about.

This is the new marketing. It’s what drives online and offline conversations.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business – (Wiley)  

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+.

Photo Credit

Connected Economy Alignment is Value


In this connected economy, the challenge is not connectivity – but alignment.

If you look for differences you will find them; and if you seek alignment, cooperation, and collaboration, you will find that too. This is why learning to effectively manage your business networks is without question the key to your business success.

Alignment is the result of taking connectivity to the next level. This is often accomplished by partnering or collaborating to progressively achieve mutually beneficial objectives.

Who are these partners?

These are logically team members, friends, and influencers, but could also be what you to be competitors.

Alignment Builds Value

When a company gives freely, it earns the respect of the community, and that creates alignment. When a business is creating and sharing solutions that are relevant to their communities, alignment is naturally achieved.

This is why businesses need to start thinking of being problem solvers, what I like to think of as being in the answers business.

In addition to the content solutions that your business shares online, your products and services are also tangible and desirable solutions.

However, it is vital to first share free content in the form of tips and advice. That is what attracts buyers to what your business is selling. It’s a process of attraction that leads to engagement to build relationships and trust that ultimately lead to profitable outcomes.

The Social Marketing Process ©Jeff Korhan

The Social Marketing Process ©Jeff Korhan


Business in The Trust Economy

Like it or not, our business environment is being profoundly shaped by the influences of social media, and smart businesses are learning they can prosper if they seek to understand and embrace it.

Many of us are competitive by nature. Yet, when we channel those energies toward increasing value for the communities we serve, we can not only achieve our goals, but help others do the same.

Being a team player is a skill that ranks above technical talents. This is why nearly anyone will choose to to align their business with partners they trust, and therefore enjoy working with.

Communities are the New Markets

Traditional marketing speaks to markets, which are an abstract construct created by businesses that want to sell to buyers.

That’s a model that has become irrelevant in this connected and socially influenced economy. Consumer now have a voice, and every business should be finding new ways to engage customers with your brand.

We all live and work in local communities. So, respecting their dynamics is essential for succeeding in a trust economy.

It has taken me some time to learn this, but the feedback I am consistently receiving these days underscores its value.

This recent quote from Twitter is an example:

2013-06-07 Collaboration

Truth be told, that tweet was the inspiration for this post.

So, look no further than the comments of your community friends and followers for what matters most.

Pretty simple, huh?

About the Author:  Jeff Korhan, MBA, helps mainstream small businesses create exceptional customer experiences that accelerate business growth. Get more from Jeff on LinkedInTwitter and Google+.

Jeff is also the author of Built-In Social: Essential Social Marketing Practices for Every Small Business – Just Released April 2013 (Wiley)