Die Nachricht an den Kunden anpassen
29. Juni 2026
Wie wir beim letzten Mal (in diesem Artikel) besprochen haben , ist es wichtig, seine Zielgruppe genau zu definieren und nicht zu versuchen, „jeden anzusprechen“, indem man auf seine Visitenkarte alles schreibt, was man tun kann: Hochzeit, Geburtstag, Weihnachtsfeier usw.
Aber sobald man genau herausgefunden hat, welchen Kunden man ansprechen möchte, muss man in der Lage sein – und wissen –, ihn auf die richtige Weise anzusprechen, auf eine Weise, die er hören möchte .
Eine gute Werbebotschaft beginnt damit, was der Kunde erreichen will.
Ein Unternehmen möchte, dass seine Veranstaltung ein Erfolg wird. Ein Brautpaar möchte eine bleibende Erinnerung schaffen. Ein Restaurant möchte das Erlebnis bereichern, ohne den Service zu verlangsamen. Ein Hotel möchte ein Unterhaltungsangebot bieten, das zu seinem Image passt. Ein Festival möchte einen unverwechselbaren Programmpunkt schaffen. Ein Theater möchte eine Vorstellung vor seinem Publikum präsentieren.
Ihre Präsentation muss sich also je nach Kontext ändern. Sie ändern nicht Ihre Magie. Sie wählen den Blickwinkel, der für Ihr Gegenüber am nützlichsten ist.
Zielgruppe
Was sie sucht
Was man hervorheben muss
Unternehmen
Eindruck hinterlassen
Wirkung, Beteiligung, Seriosität, Anpassungsfähigkeit
Hochzeit
Eine Erinnerung schaffen
Eleganz, Nähe, Emotion, Leichtigkeit
Restaurant
Unterhaltung ohne Störung
Unaufdringliches Format, Tischzauberei, Geselligkeit
Hotel
Kundenerlebnis bereichern
Premium-Image, Diskretion, Qualität
Festival
Einen Programmpunkt gestalten
Stil, Publikum, Dauer, klare Unterlagen
Theater
Eine Show verkaufen
Konzept, Plakat, Video, Dossier
Geburtstag
Gäste zusammenbringen
Humor, Interaktion, Rhythmus
Sehen Sie? Für dieselbe Leistung ändert sich der Ansatz grundlegend. Mit dieser Tabelle wird deutlich, dass es Grenzen hat, alle möglichen Kundengruppen auf seine Visitenkarte zu schreiben, da jeder Kunde nach etwas anderem sucht. Kurz gesagt: Wenn Sie versuchen, einem Restaurant eine „Show zu verkaufen“ oder in einem Theater Leute „zusammenzubringen“, werden Sie mit Ihrer Akquise mit Sicherheit scheitern.
Um besser zu verstehen, welche Art von Magie Sie anbieten, führen Sie die folgende Übung durch:
Meine wichtigste Zielgruppe ist:
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Was sie sucht, ist:
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Was ich hervorheben sollte, ist:
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Was ich vermeiden sollte, zu stark hervorzuheben, ist:
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Hat Ihnen das geholfen? Sagen Sie es uns in den Kommentaren!
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