Backstory — I attended a professional services marketing conference the other day. After the conference, I ended up sitting around the bar with some other marketing people until about one in the morning… talking about social media marketing strategies for professional services, specifically how to reach out to customers where they live. Yep, I live on the wild side.
We had heard a lot that day about how you can leverage new technologies and social media marketing in your efforts to connect with potential clients. We talked about QR codes and phone scanners, about mobile websites and custom apps. About always being on the cutting edge of technology. One of the presenters said something about telling your customers that you’re ahead of the curve – saying something like “Explain to them that if your services were like technologies, first there was the telegraph, then the TV, then the computer, then the iPhone, then the iPad 1 and 2. Our services are so advanced; they’re like the iPad 3.”
That analogy’s all well and good for customers that are into technology, but some of our customers are Amish. If we told them that in a sales pitch or printed something similar in a marketing piece, they’d probably look at us like we were crazy. And they probably wouldn’t know what an iPad is, or have any presence on (or interest in) social media, anyway. Continue reading