The #1 mistake holding your business back

Imagine a world where you have painfully sensitive skin

Any cream you apply causes redness, puffiness, breakouts and straight-out pain.

You feel like you're burning from the inside.

So, you try everything possible to find a solution with your available resources.

Through all this trial and error, you even find that you have some allergies to natural ingredients.

It's almost depressing and you're really struggling to live well because of it.

You need special accommodations:

certain fabrics to dress in, to sleep in,
certain detergents for the hands, body and face,
even caring for your hair is a hassle because you don't know if something will have unintended consequences for your skin.

And let's not even begin with your home-cleaning rituals.

But, one day, you find an ad for a brand that looks promising.

They showcase pictures and videos on their socials of people who have found the perfect skincare solution for their sensitive skin needs.

So, you go to check the website out, and you're hit with a popup.

You decide to take the shot and subscribe.

...But every email since just bombards you with discounts or promotions and new products.

And you're left wondering, but how is this different?

You're just disappointed by all the price-oriented sales tactics and self-promotions.

You don't feel like they actually care about solving your problem.

So you leave.

This is what happens when you fail to be customer-centric in your marketing and business operations.

People lose trust in you, people ignore you, people don't buy from you.

When your messaging and content fails to show that you deeply understand your audience, you lose them.

Especially in emails, where you have a direct line of communication with your target audience...

Why waste that opportunity?

Think about your customers.

Think about what makes them click, what they care about, what they're struggling with.

Why this matters to them (NOT you).

This is why customer research is essential. You can't be customer centric if you don't even know them.

The fix?

Once you've understood exactly who you're talking to:

1. Design and curate your email copy with them in mind.

2. Solve their problems, and give them a reason to pay attention to YOU.

Make it easy for them put two and two together and pin you as the no-brainer solution.

Caveat:

No amount of good marketing and strategy will save a badly-made product. So get that foundation right first.

Your target audience will only pay attention to you once they know they can trust you - because you showed that you understand them.

Some tactics?

Content ideas to actually breed a connection with your audience:

These are some of my favourites and always deliver value to your readers - especially those who are in the market to buy at the time of delivery.

Your Secret Weapon in

Email Domination