At times, customers are like the weather…

Contributing Solution Provider

At times, customers are like the weather…

They can change at the smallest drop of rain.

As a kid growing up on the Southside of Chicago, mom made sure I was ready for anything, especially from the sky above. Sort of like the younger child in the movie Christmas Story as he left the house on a cold winter morning heading off to school.


Even today, with all the advancements in weather forecasting, Mother Nature can still throw a mean curve ball. So can your customers.RainDrops.jpg


Never stop asking why.

Take forensic science for example. Pick up any fictional mystery book or watch a thriller who-done-it mystery movie, and see how forensics can make a hero out of anyone.


In a relatively new way of understanding your customers, Neuromarketing, as proposed by Roger Dooley, is where “Brain Science and Marketing Meet.”  If you are the person in charge of marketing for your company, it is truly a challenge to get people to read your message and make a purchase. Or make another purchase. Or even give your product a chance to show off its many benefits.


Wishing and hoping are a poor choice for a small business marketing strategy.

Hoping for a good response from your next marketing message is human nature. Just like hoping your favorite sports team wins its next game. The only thing you can do is attend the game and cheer your team on. That’s about the only control you have in determining the outcome. You have even less control in marketing if you do not take time to learn more about your customers.


If I sound like doom and gloom I really don’t mean to.

There is always room for hope, but today’s marketing means more doing. In order to meet your goals for each and every marketing campaign, ask yourself:

  • Does our product meet the needs and wants of our customers?
  • Is the marketing message relevant to their needs?
  • Is the offer good enough to push the customer to buy?
  • Does the customer service team have the right information to satisfy the customers demand?

If you don’t know an answer, how can you get one?

Collecting customer DNA is not an option. Eliminating the DNR (Did Not Respond) from your data is a good start, depending on the last response time. Look over your present customer data and determine if you have correct marketing segments labeled for each customer. Looking at purchase history is usually a good place to start.


Next, check if your message is relevant for each customer segment? Relevancy is gaining a more prominent position in marketing messages. If not, label the customer INR (Is Not Relevant), for example when presenting a message without a cash offer.


Then create another segment as you move through your data by looking for similar preferences. For example, does your male audience need a different message than a female? Is there an age disparity in your messaging? When in doubt, use the ABC’s.


Marketing-Tip_Crpd.pngThe ABC’s of customer considerations provide you more clues, how to get them and were to put what you captured.



  1. Business success comes about from “knowing your customers inside and out.” It’s what a Customer-Centric Marketing strategy is all about.
  2. What a small business learns about their customers is stored in a database or a Customer Relationship Management (CRM) program. This data is segmented into smaller groups that lead to more relevant marketing messages.
  3. A marketing strategy supports small businesses marketing focus and how and when to respond to change. It is usually the owner’s or marketing manager’s vision coupled with providing selling solutions and frequent buying opportunities for their customers.

Relevant Content in Marketing Campaigns

As a good scientist would do, test your latest selected segment with a controlled message and look over the responses. Make the necessary adjustments until you are satisfied with the results.


If you would like more information on Neuromarketing, check out Roger Dooley’s book, “Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing.” You’ll definitely get an inspiration to use in a future marketing program. It never hurts to have some science backing up your marketing decisions.


Let me know if I can help. Thanks for reading and please share with others, except your competition.


Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.


Mike Deuerling

Marketing Communications Group

Constant Contact Solution Provider
Marketing Communications Specialist
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