A new generation of customers is here

Thursday is new school/old school day.

OLD: Speak in language that’s distant, arrogant and boastful.
NEW: Speak in a human voice. It’s not a parlor trick and can’t be ‘picked up’ at some tony conference.

“To speak in a human voice, a company or sales rep must share the concerns of their communities.

But first, they must belong to a community.”
(-Cluetrain Manifesto)

Someone who belongs to a community shares values. E.g. People who prefer organic foods; movie nuts; wine lovers; soccer Moms; alternative health/medicine community; entrepreneurs; enviromentally conscious, etc.

Rather than coming in from the outside, like so many marketers do, we can come in as a bona fide member of the community.

You ask for someone else who 1)has a problem that you’ve had too, and 2) who is also seeking an alternative solution, e.g. natural products versus surgery or drugs, etc.

Here’s a one minute audio of what happened to a woman in class three years ago when she spoke to the customer as a member of the community, the “morbidly obese,” because that’s who she was.

You can hear how she got her first 2,375 customers in her first two years, seeking out and speaking to others in her community right here. (Episodes 1 and 2).