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Talking at Your Customers vs. Talking to Your Customers

Marketing

Talking at Your Customers vs. Talking to Your Customers

There is a stark difference between talking “at” your customer and talking “to” your customer. Talking “at” your customer will create a disconnect; it simply tells the customer what to do but doesn’t tell the customer how to do it. Talking “to” your customer will create a connection; the message will feel relational and it will begin a conversation.

In this Quick Win Clinic episode (recorded live at MarketingSherpa Summit [1] 2017), Flint McGlaughlin optimizes an email for BJ’s Wholesale that fails to talk “to” its customers and, instead, talks “at” them.

[2]

References

  1. ^ Summit (marketingsherpa.com)
  2. ^ (marketingexperiments.com)
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