In social media, we often talk about the need to connect to our customers more. Yes, we speak about that outside social media too, but the medium allows us the opportunity to do this better and on a larger scale.
However, saying something and actually doing it are two very different things. It’s all well and good saying, “Let’s connect!”, but implementing isn’t always easy.
Except, it can be.
Every business is a customer – if you’re not thinking like that, you’re already behind. We’re not just providers – we’re recipients of knowledge. The feedback our customers give us should be viewed higher than any financial transaction they give, because that helps us improve, and grow, and understand how we connect better.
Whyte & Mackay understand this. Instead of just buying blanket ads and dead space to fill, they speak of what their customer loves – the experience of being a whisky drinker.
They talk of the smell; the warmth; the delivery. Their words help the customer experience their product to the fullest, and when you enjoy something the way it’s meant to be enjoyed, you want to experience that feeling again. And again. And again.
This video by Whyte & Mackay Master Blender Richard Paterson is the perfect example of how to sell your product while truly connecting with your customer.
It’s fun; informative; no buzz words; and takes pot shots at some industry practices while educating on the reasons why they’re wrong.
Now, while not every brand can deliver a video in this way, it’s a great primer on what works – being yourself and being your customer.
Works for me. You?
Hat-tip Phil Baumann for sending me the video.
- The Richard Paterson Experience – Tasting 1868 Dalmore (scotchhobbyist.com)
- Whyte and Mackay – The Sample Room (scotchhobbyist.com)
- How to Beat the Clutter and Your Competition (inklingmedia.net)
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