Does your social media feed ignore your customer?
The other day I came across a lovely and well-meaning tweet from the Minnesota Orchestra:
The tweet is enthusiastic and the photos are high quality. But there’s no sign of the customer here, and the copy focuses entirely on the orchestra. So I thought I’d take a stab at a customer-centric re-do.
Why is this better?
First: Simplicity—there’s just one image to absorb. But more importantly, the image features the customer enjoying a performance. Why does this matter? Because, frankly, the average customer doesn’t care about you.
As Bob Moesta writes, “[You must] reframe the products or services from the customer’s vantage point. Only your customer can determine your value! However well-meaning your aspirations, they are not enough to sell your product. People want to be their definition of best, not yours. It’s about fitting your product into their life.”
Next: The copy is colloquial and familiar, and includes relevant hashtags. As Bob Moesta writes in Demand Side Sales 101, “If you talk the way your customer thinks, selling becomes easy.” This is how you build connection and rapport with your audience.
Lastly, one of the pitfalls of traditional classical music social media is that organizations try to appeal to all consumers with a generic approach. But the problem with average, says Bob Moesta, is that “you end up making something in the middle that nobody wants, because you didn’t understand the context of where they came from and why they hire it.”
Rather than a one-size-fits all approach, this tweet targets millennial couples who have been holed up in their homes for a 15-month global pandemic and are eager to get back to their regular date nights (not to mention wearing regular clothes again!)
The orchestra, conductor, repertoire, and musicians aren’t particularly relevant here, because the “job” you’re signaling (the more specificity the better) is helping these couples is bringing back the spark in their relationship after 15 months of sweatpants and Netflix.
