Forge An Emotional Connection With Your Customers
wisdom from Dr. Frank Farrelly
“For small businesses, I believe it is crucial to create an emotional connection with your customers. We are a small dental practice, so our email campaigns are locally focused. Rather than trying to sell a product, we provide value to our patients with advice, news and competitions. We will mention special offers, but that is not the focus of our newsletter.
By making it about information, it is then valuable to the patient/customer and thus they value our branding. It is important to develop a brand voice to achieve this. For example, ours is professional, caring. Other businesses might be able to add more whimsy, comedy or irony. It will all depend on the type of customer you want to keep and also attract, as the brand voice should be universal across various media.”