Marketing communications to customers today need to be stimulating, compelling, intriguing and irresistible…

even more than that, here’s how to make them happy as well.

I love the saying “All Marketing is Direct.” Why? The saying boils down to the smallest number – one customer. Knowing more about customers enables you to place one in a customer profile of like customers.

While in a research mode, I stumbled on a growth hacking article, titled “Nine growth hacks any small business can implement, by Nate Desmond, October 2015.”

What is growth hacking?

From Wikipedia, the free encyclopedia – Growth hacking is a process of rapid experimentation across marketing channels and product development to identify the most effective, efficient ways to grow a business. Growth hackers are marketers, engineers and product managers that specifically focus on building and engaging the user base of a business.


In addition, Mason Pelt points out in a 2015 article on,The goal of any marketing should be long-term sustainable growth, not just a short-term gain. Growth hacking is about optimization as well as lead generation. Imagine your business is a bucket and your leads are water. You don’t want to pour water into a leaky bucket; it’s a waste of money. That’s why a true growth hacker would care about customer retention.” [5]

Getting back to the article by Nate Desmond, at the end of the article, he closed with:

“Each customer is different so giving them custom offers based on their interests will help you dramatically improve conversion rates.

All these hacks are powerful and can help you improve conversions, but growth hacking is actually much simpler. Tactics help, but the best products win by making customers happy.  If you can make your users happier than a bull in a china shop, you will see sustainable growth. Focus on building a product that hooks users and then use marketing to grow even faster.”

Any small business using only one channel to communicate is…

MultiChannelLeaving many potential customers for your competition to feast upon. Yes, Nate described all nine growth hacks, but each depend a lot upon your collected customer data.

Data collection and building customer profiles is no longer for only the biggest companies to use in their marketing. Why?

  • Knowledge keeps evolving and so should you.
  • Marketing never ends.
  • Technology never slows down.
  • Marketing is always under siege of change, just like your customers.
  • Without good data management how do you keep data current?

You don’t.

Build a product the makes customers happy.

customer-setMarketing people are learning to use technology that increases customer satisfaction and inspires new capabilities to reach more customers.

The critical path for executing for growth and customer satisfaction, includes two distinctive winning marketing strategies – Direct and Customer-centric marketing.

Look over your product line. Does it make customers happy? Does it provide them an opportunity for a better life?

Successful small businesses use a similar marketing opportunity for growth.

I once had a client tell me “I have tried everything to collect customer information, but clearly never enough or poorly collected data for building customer profiles.” If that is your answer, consider the tried and true method of direct marketing – make each customer an offer they can’t refuse.

Understand what you are Really Selling.

This may sound like a silly statement, what you are selling may be very different than what you think it is. The key is to focus on the payoff or reward more than on the product or service.

Many advertisers fall into the silly habit of dwelling on specifications and other jargon. Place all that in small type and emphasize the benefits, payoff, and rewards. In fact, bring them center stage in your copy by using big, bold letters and corresponding visuals.

Tell your prospects and customers exactly what you want to do.GoodDeal

You don’t need to be bossy with prospects and customers, but there is much to be said for telling them exactly where to go and what to do. When you want your prospective customers to respond, tell them exactly what you want them to do.

If you want them to call, go to a landing page, or send an email, tell them in big letters. Be colorful with a call-to-action.

An offered reward for trying your product or service, such as order all 7 for only $39.95, saving over $50, expires on June 29th will get your reader’s attention. Prospects and customers like options, and you want to give them just enough to choose from. In other words, give it to them in a way that is easy to follow and makes it easy for them to respond without slowing them down.


No matter what type of marketing you prefer, hacking, direct, customer-centric, or paid advertisement, you’ll get your best response having a focus on your customer needs or wants. Data, collected and recorded, is the glue holding each one them together for a successful marketing program.

Give it a shot. You have nothing to lose and probably, more prospects turn into customers.

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It’s All About Copywriting Attracting Customers

About MarketingDoc 398 Articles
30+ years in marketing. 30+ years as a small business owner. Love music, photography, gardening and just about anything outdoors!

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