Tailoring your message to your client

As we mentioned last time (in this article), it's important to precisely target your audience and not try to "reach everyone" by listing everything you can do on your business card: weddings, birthdays, Christmas parties, etc.

But once you've found exactly which client you want to target, you need to be able to, and know how to, speak to them in the right way, in a way they want to hear.

A good advertising message starts with what the client is looking to achieve.

A company wants its event to be a success. A wedding wants to create a lasting memory. A restaurant wants to enhance the experience without slowing down service. A hotel wants to offer entertainment consistent with its image. A festival wants to program an identifiable moment. A theater wants to present a show to its audience.

Your presentation must therefore change according to the context. You don't change your magic. You choose the most useful angle for the person in front of you.

Target

What they are looking for

What to highlight

Company

Make an evening memorable

Impact, participation, professionalism, adaptability

Wedding

Create a memory

Elegance, closeness, emotion, fluidity

Restaurant

Animate without disturbing

Light format, table-to-table, conviviality

Hotel

Enhance the customer experience

Premium image, discretion, quality

Festival

Program a truly special moment

Theater

Sell a show

Concept, poster, video, dossier

Birthday

Bring guests together

Humor, interaction, rhythm

 

You see? For the same service, the approach changes completely. With this table, you can clearly see that listing many possible clients on your business card has its limits, because each client is not looking for the same thing. Frankly, if you try to "sell a show" in a restaurant, or bring people together in a theater, you will surely miss your prospecting.

To better understand what kind of magic you offer, complete the following exercise:

 

My priority target is:

...................................................................................

What they are looking for is:

...................................................................................

What I should highlight is:

...................................................................................

What I should avoid highlighting too much is:

...................................................................................

 

 

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