Stop Trying To Relate – Good Advice For The President? Maybe – For Marketers? Definitely Not

Because he was being recognized because of his acting abilities or because he was starring as a controversial film star.

Non, Jackson is not in the news because of his advice to President Obama about President Obama’s communication style.

Jackson demanded that the president “stop trying to relate and become more presidential.” Jackson pointed out that Obama is known for dropping his ‘gs’ to make him look more like Joe Average. Jackson argued that Obama was educated at the best universities in the country and should sound like it.

Although it is possible to argue with Mr. Jackson about whether others should or shouldn’t heed his advice, marketers should be heeded.

Yes, you. Your message should be relatable when creating sales messages or marketing materials for your customers. It is important to relate to your target audience.

Your audience doesn’t have to be Joe Average, or Joseph Exceptional. However, sales and marketing materials should relate to your audience by using the language that resonates most with them.

Do you feel the same?

It is smart and strategic to be relatable because it allows customers to connect with you. Regular:

Interaction — buying your product or service

You can get feedback from your customers to help you meet their needs.

Conversations—encouraging conversations through social media can help customers sell each other on your products and services

Many marketers know that not everyone is the same. They are able to connect with their target audience.

Consider lotions. Some ads, depending on whether they are printed or online, will use the word “dry” to describe the skin condition of the readers. Other ads for the same product in different magazines may use the term ‘ashy’.

Both cases show that the core message of marketing has not changed. The message is more relevant to different target audiences.

Relate and Connect

Your audience will be more likely to understand your products and services if you establish a relationship with them. How can you expect them to make the right decision? Visit your website. Test your product/service. Post a comment. Use your online service to schedule an appointment.

Talking about customers “at” is not the best way to relate

Talking TO your customers is another important aspect of being relatable.

TV ads for prescription drugs use words and phrases that real patients would use when talking to their doctors. The ads show patients who look and act like potential patients.

Why? The message in the advertisement is of little value if it does not directly address the patient at home. You are not talking to customers if you don’t relate to them.

You can’t keep your customers satisfied if you ignore Jackson’s advice.

Be more relatable instead.

Let me know how you relate to customers. What has this done for your business?

Are you having trouble identifying your target or relating to it?