4 Ways to get the Customers Attention

I don’t have to tell you how difficult it is to find and attract customers online. With millions and millions of businesses all vying for attention, the Internet has quickly turned into a very crowded place. But, believe it or not, there’s opportunity in all that clutter, and if you approach your marketing and visibility right, you can easily rise to the top.

However, it does require work and commitment. So, if you don’t mind rolling up your sleeves and getting a little dirty, you’re in exactly the right place.

What I’ve found is the easiest way to get customers to pay attention to you is to have them WANT to pay attention to you. (Easier said than done, I know.) How do you do that?

Unique Customer Experience

Well, first off, never forget that your customers are real, live breathing people. I know, that sounds obvious. But, look at how dehumanizing our marketing language is:

  • Visitors to our website are “traffic.”
  • Prospects are “leads.” Some of them are “cold leads” and some are “warm leads.”
  • Our email subscriber list is often shortened to just “list.”
  • People who attend our events are referred to as “butts in seats.”
  • And so on.

These words strip the humanity away from our customers, which then makes it easier to focus on the results of our marketing activities, versus how they make our customers feel.

Now, does that mean I don’t believe in businesses having a good return on their investment? Absolutely not. I am a big believer in businesses making money and being profitable. I also believe if you treat your customers in the manner you would like to be treated, they’ll feel the difference and reward you with their attention.

Remembering the person behind the customer is just the beginning. To create an environment where your customers want to pay attention to you, it’s important to create an amazing and unique customer experience.

How do you do that? Well, what do your customers want? Other than a solution to what’s keeping them up at night (which is likely what you’re offering in your business).

They want what most humans want, which is to connect and feel a part of a community.

That’s one of the main reasons why social networking took off as it did. People have a deep need to connect and build relationships with other people. That need to connect is SO deep, it extends past other people to pets and even inanimate things, such as businesses.

So, the more you can create an environment that makes your customers feel connected and part of your community, the better. How do you do that? Here are four ways you can start.

1. Use Content to Connect

You’ve likely heard that content is king, especially online. One of the main reasons people use the Internet is to be educated, so tapping into that seems like a smart marketing strategy. Except … there’s a lot of content out there.

So, how do you make your content stand out from everyone else’s?

First, make sure your content is top quality. Don’t just phone it in. There’s already a ton of content out there that’s been phoned in, the Internet doesn’t need any more.

Second, make sure it’s content your customers really want. Get super clear what your ideal clients customers want to learn from you, and give it to them.

Third, present the content in a format your customers prefer. So, if your customers prefer watching videos, give them video content. If they prefer to read, give them written content. If they prefer pictures or infographics, do that.

However, it goes even deeper than that. Do your customers prefer a more formal style of learning or something more fun and light? Do they prefer lots of stories or a straight forward how-to piece?

Your customers will feel more connected to you if you’re giving them content they want in a format they prefer.

OK, so what if you sell a product? How do you create content that way?

Bulletproof Coffee has a huge blog where it shares a ton of content on different uses of its product (for instance, there’s an article as I’m writing this about how to use Bulletproof Coffee as a hair mask) as well as other lifestyle and exercise tips.

Part of Bulletproof Coffee’s brand is that it’s “good” for you, so therefore sharing content that helps you improve your health and life is a perfect fit.

If you sell a product, ask yourself what the end result of using your product is? What’s the big benefit your customers are getting? Can you create content around that?

Start there and see where that leads.

2. Use Entertainment to Connect

Business guru Dan Kennedy once said you can’t bore your customers into buying from you. In many cases, your customers are looking to be entertained — and if they can be entertained while getting the content they’re looking for, all the better.

There’s no question that being entertaining is easier for some people. If you’re naturally funny and can easily work humor into your content (and your customers are looking for the humor) then this is a natural. But even if you aren’t a comedian, you can still be entertaining.

How? By using stories.

Stories are the ultimate way to connect. As humans, we are naturally wired to respond to stories. In fact, the old fairy tales were actually morality lessons. The story was the sugar coating around the lesson.

Just telling your kids not to trust the strange woman in the forest likely won’t do much. Turning that woman into a witch who owns a gingerbread house and wants to eat them? That’s a lot more memorable.

So, where do you find stories, especially if you’re in a business that doesn’t lend itself to storytelling? You can always share stories about your life, especially if a story can illustrate a point.

For instance, I share a lot of stories around my journey as an entrepreneur. I’ve owned my own business since 1998. I started as a freelance copywriter, and eventually founded a copywriting company servicing clients all over the world.

When you share stories about your life, especially as it relates to your expertise, you’ll likely find your customers responding to you. Remember, they want to connect with you. Even if you’re just sharing stories about your children or your pets, it still brings a human element to your content. People can start to see the person behind the business.

You also can use stories from your clients or customers. These can double as testimonials for your offerings, which can make them even more powerful.

3. Connect Using Vulnerability and Your Personality

This one is a toughie. It took me a long time to get comfortable sharing my vulnerability. I thought my customers would only want to work with me if I was “perfect.” But that’s actually not the case.

Nobody is perfect, and if you come across too perfect, you risk not coming across as relatable. People want to know there’s a real person behind the business, and showing your vulnerability is a great way to do that.

In addition, when you show your vulnerability, you don’t seem so “far ahead” of your customers. Your customers may not believe your solution can actually help them, because you’re so much more of an expert than they are. Now, there are a couple of caveats with this.

First, make sure you don’t undercut your expertise. So, for instance, if you’re a coach, and you find yourself stuck in your own way one day, don’t talk about how you hired your own coach to get yourself unstuck (especially if that’s what you do for your clients). Your customers may decide they would rather hire your coach and not you.

Instead, in that situation, maybe share how you reconnected with your own system and got yourself unstuck. See the difference? (However, only share that if it’s true.)

Also, don’t share your vulnerability when you’re in the middle of your vulnerability. So, don’t talk about being stuck when you’re stuck. Talk about it after you’ve resolved it. If you talk about your vulnerability when you’re in process, it’s more difficult to keep your emotions out of it. (In other words, you risk coming across as defensive or defeated or some other emotion that will turn off your customers.)

People want to hear a resolution. They don’t want to hear about how you got stuck in something and are still stuck. They have enough things that aren’t resolved in their own lives — they don’t need to hear about yours.

Sharing your vulnerability is definitely a skill. When I first started doing it, I remember I got a private message from someone telling me they knew a great therapist if I wanted a recommendation. So … yeah. Not how I wanted to come across.

Anyway, all was not lost. People still continued to hire me, and I learned how to share my vulnerability without coming across like I needed therapy.

Now, if this is just too scary, then start small. Share your personality. Show the little foibles that make you you. Share from your life perspective. The more your customers can see your personality, the more they’ll feel connected with you.

So, this is all well and good if you’re a small business owner or entrepreneur, but what if you’re a bigger company?

Well, then what you can do is create a brand personality and interact with your clients that way.

Take Zappos, for instance. It sells shoes and clothes, and yet it has a fun brand “voice” that sends cheery and whimsical emails and newsletters that make you want to open and read its marketing materials.

If you sell a product, do some work around what sort of brand your customers want to interact with, and give them that.

4. Connect by Letting Them Interact With You

This is the most obvious one when you think about creating an environment where your customers can connect with you, but it’s amazing how many businesses overlook it.

Create ways for your customers to talk to you. Maybe you ask questions on social media or your blog (and respond to their comments). Maybe you provide a Facebook group or space where your customers can go to chat with you and other customers.

Maybe you create contests, such as having them post photos of themselves interacting with your product and tag you.

Be creative. How can you get your customers involved not only with your products and services, but also with your company? How can you position yourself as a trusted resource where your customers want to connect with you?

Lastly, remember that this is going to take some time.

Just because you go out and start a Facebook group doesn’t mean your customers will stream in and start interacting with you. Relationships take time. Trust takes time. Do the work, trust the process and give yourself time to let the magic happen. 


Social content can make or break a brand’s marketing strategy, and customers can tell when you’re not walking the talk.

Identify your tribe

Before you launch into creating content for your social media channels, take some time to really get to know your customers. Great content is always tailored to a specific target audience, so it’s absolutely critical that you get to know yours and identify how you can add value to their lives.

Too many brands make the mistake of trying to appeal to everyone, which only dilutes their message. Missing the mark means missing out on sales. If demographics don’t do it for you, try creating a few customer profiles based on your target audience so you can picture them more clearly during the content production process.

Find your voice

It’s almost a cliché these days to say ‘be authentic’, but it’s a simple fact that authenticity is key to connecting with your audience. People know when you’re faking it, so while of course you should strive to meet the needs of your audience, don’t let that stifle your brand’s voice.

Authenticity is also about showing that you can walk the talk. One way to demonstrate expertise is to partner with a voice of authority within your industry. At theright.fit we recently launched a business experts platform to connect industry influencers with brands seeking recognised, trusted voices to champion their message. Do some research into who might have the reach and be a good fit to act as a brand ambassador for your business. They don’t have to be famous or have 100,000 followers – just respected leaders who know their stuff and have an engaged audience.

Share your space

In the excitement of creating your own, original content, don’t overlook the power of sharing. Posting content from your customers and influencers is a great way to build a community around your brand. A carefully curated social media stream with the right balance of shared and original content provides a much richer experience than one that uses the same voice again and again.

The best way to leverage shared content is to add your own spin. Don’t just share and move on – add a comment that provides extra insight into why you found the post interesting or meaningful.

Team up

Sometimes the best way to inject expertise into your content is to have a real, live expert do the talking. Influencer marketing is on the rise, and partnering with a known name and face offers an opportunity to not just ramp up your content but also expand your audience.

Brand ambassadors are no longer just for product launches and big events. More and more businesses are connecting with social media influencers to help spread their message, with 87% of brands finding the strategy effective in creating authentic content.

Lead your Customer into Social Media

By now, every brand should have an online presence.

It is necessary because out of 4 billion internet users in this world, 3 billion are active on social media.

This medium has brought people closer and it is just as effective if strategically used for marketing.

Social media can make a brand or a simple motive shift to become a global sensation.

For example, The ALS Association Ice Bucket Challenge was a big success. Thousands of people and various celebrities like Bill Gates, Justin Bieber, etc. participated in this challenge and dumped a bucket full of ice cold water over their heads. This event, for spreading awareness about ALS (Amyotrophic Lateral Sclerosis), received a donation that totaled up to $220 Million.

This challenge became the 5th most popular search on Google in 2014.

See, a global sensation!

Social media platforms hold a lot of potential to bring about a progressive shift to a brand’s awareness, sales, customers, etc. Majorly brand awareness and then acquiring new customers.



But what these social handles hold plenty are leads.

Leads which may or may not be your customers. However, by the time you reach the end of this article, you will believe that converting your leads into customers does not have a “may not be” element in it. 

  • Don’t Stick To One Social Channel

First of all, quit sticking to one social channel, I know that Facebook is leading the market but sticking just to it would only cost you the opportunity of gaining more customers through other channels like Twitter, Pinterest, etc.

The only tactic in this field is to have a presence wherever possible because not everyone uses Facebook..

Some people might be using it for sharing photos but they prefer scrolling through or sharing their views on Twitter.

A brand has to have a handle on more and more social channels, this can help them widen their reach and increase their chances of getting more leads and convincing them to become customers.

  • Choose Social Channels Based On Your Target Audience

Who is your target audience?

If you know the answer to this question you are already a step ahead but those of you who don’t, you need to do a research and find out who your business is selling to.

Brands should market themselves depending on their target audience and choose the social channel accordingly.

You cannot market a cold shoulder dress on Twitter and think that women will buy it, they probably will buy it but the sales could have been more, if only you had used the proper medium.

Only 47% of females use twitter, most of them prefer to browse through Pinterest (60%), and Instagram (58%).

So, it is better to market your product on those social channels to gain maximum customers and profit. 

  • People Should Know They Can Reach Out To You

One thing you have to understand when you have an online social media presence is you have to be active. You have to respond to people’s query and reply to comments.

It’s upon you to decide which comments are absolutely necessary to reply to.

You have to make the leads/people feel that they can reach out to you and you will help them resolve their problems.

This triggers the trust factor as people notice how genuinely you try your best to resolve a person’s query.

This increases the likeliness of people buying from you.

  • Use Tools To Streamline The Process And Save Time


Always being active has a great USP (Unique Selling Proposition) but a brand cannot always be active and respond to each one of the audience’s comments and queries.

For big banners, it is probably easier because they have a social media management team whose sole purpose is to do such a job. But for small businesses and startups, it is a little tough. So, they use tools.

There are several tools in the market that you can use to schedule a post on social media and automated comments (I strongly advise that you reply to comments yourself, customers can gauge if a reply is automated or not).

For example, BufferSocial Rank, etc.

  • Post Valuable Content


Next up is content, which is basically a powerful weapon to embrace.

With content, you can change opinions, attract more people, build more customers, at least you know what kind of content your should introduce your audience too.

Posting something irrelevant only because you didn’t post anything is ineffective.

Your content should have a value that your audience can comprehend and treasure. They need to be useful.

So, what’s the best possible idea? Do exclusive promotions. Yes! Post about new offers which are not on your website or any pamphlet, just on your social media page.

Post it and see your leads turn into customers.

  • Contests Bring More Followers & User Generated Content

Running contests can never go out of business. People love to win surprises.

If you are a brand that regularly holds competitions or contests, you are engaging your audience and with that engagement chances of getting more followers increases.

There are certain criteria which allow a person to participate in a contest, so you can get them to retweet or share; forwarding content will lead to more people participating in the tournament.

Although remember to keep it simple, you can ask your followers to post images with your product, this creates user-generated content, and as more people follow suit their friends will notice it and become a potential lead and then a customer.

You have to make their voice your powerful marketing tool.

  • Get People To Relate To Your Brand With An Influencer


Start working with an influencer.

Influencers can bring you more followers, customers, lead, recognition, sales, etc.

People tend to trust them and follow them because influencers have more knowledge about a particular product and they can enlighten their followers.

You have to choose an influencer in your niche so that it is more relatable to the audience and get those influencers to share your content.

For example, Maybelline has been winning social media because of their way of marketing to people through multiple influencers.

Closing Thoughts:

Turning leads into customers is not that hard of a job, you cannot force anyone to become your customer, you can only fascinate them and the rest is their choice.

And to fascinate, you have to plan a social media strategy depending upon who your target audience is. You cannot just go ahead a target everyone, you have to specify who your target audience is.

And when you begin to target them, you need to create content that is valuable to the reader and offer some exclusive promotions on social handles.

End of the day, whatever you are doing is for your users. You need to resolve their queries, you need to help them understand your brand and your products.

It might take some time for the leads to decide upon buying your product but you need to keep following the steps and think about the welfare of your users and eventually, they will purchase your product making them your customers.

The “Never Know”

I have no idea what this article is about. Yet.

I know it’s about ideas, creativity and bringing that all to market, but I don’t know how it’s going to flush out. Yet. This week, there are two (massive) events taking place for brands in North America. Boston will host another edition of Inbound (Hubspot’s 20,000+ guest event), and Cleveland (home of the Rock & Roll Hall of Fame) will host Content Marketing World. I’ll be attending both (if you’re here, please come by and say “hi!”). Like every other attendee, I look forward to listening, learning and hanging out with our peers. Nothing validates the work that we do more than events like this. Nothing brings newer, fresher and different ideas home for our businesses to bring to life. Still, what we take home is not the same as what we implement. And, as this plane taxis toward the runway aimed at Boston, the mystery of everything lies ahead.

Content marketing planned is often not content marketing that works.

That’s the dirty little secret. If you glance through the exhaustive agendas of Inbound and Content Marketing World, it’s obvious that the speakers want you (and your brand) on the drip. They want brands to formalize and build processes around the activities that encompass digital marketing and content marketing. Yes, everybody needs to know what their individual brand lighthouse is. Yes, everybody in the organization needs to be an active and willing participant in the success of it. No, each piece of content that works can’t be planned out… as much as we wish it to be so.

Stephen King knows best.

In his brilliant book on writing (literally called, On Writing), King writes exhaustively about planning the storyboard of his books. He hates it. He pushes back. He sees himself more a as a medium for his characters and the story. His role is to know the characters, have a rough story framework in his mind, then (as he starts to clank on the keyboard) the characters (and what they do) begins to unfold. They morph and tighten and form with each edit, but where they end up in the final print edition is as much of a mystery to him as it is to the reader. Some aren’t big fans of King’s work. Many are. Regardless of where you sit on the Stephen King spectrum of love, adoration and respect, his work ethic (and success) can’t be denied.

If Stephen King doesn’t know where the best stories come from (or how they will evolve from the start), how can you?

It’s true. Brands have never been able to “call it” when it comes to making something go viral (uch… “go viral” — do we still say that?). Heck, brands hardly ever know if any of their content marketing initiatives will take off and fly with their audience. Ask any content creator about their most widely adopted pieces, and you will often hear a common response: The ones that work the best, are usually the ones that didn’t require a ton of effort, or were considered toss-always as they were published.They were a surprise. In short: if you do get to sit down and create content, don’t panic if you have no idea what, exactly, you’re going to create. Be it in text, images, audio and video. You can take multiple swings at it. You can edit it. You can delete it if there’s nothing there. You don’t have to know where it’s going when you start.

Content marketing is a lot like music.

There’s classical music: follow every single step on the sheet music that has been prepared and given to you. Play the exact notes. Don’t deviate. Just follow the plan. There’s rock n’ roll: you know the intro, verses, chorus and bridge in the song, but there will be jamming, there will be alternate versions and you can go where the wind blows. There’s jazz: it’s improv. We start together. We jam together. We get a groove going. It goes from there. In classical music, you know (for the most part) how it plays out. In rock n’ roll, things get a little dangerous. It could all go sideways. It’s more of a party. In jazz, you never (really) know what you’re going to get. It could be next level brilliant. It could flop. The results, between the three genres, can have similar results. How you get to that result is fundamentally different. You can create and play in all the genres. Embrace that!

There’s no reason why your brand can’t be a little bit of classical, a little bit of jazz and a little bit of rock n’ roll in your content creation.

I love creating content with the mindset of “you never know” what’s going to come out (and what you’re going to get). Perhaps the danger of it is what makes it so exciting to me. Perhaps the “never know” approach is what makes it interesting to the reader (without them knowing it?). Companies play it safe with their content. Too safe. There’s nothing wrong with that. There’s also nothing wrong with empowering your team to just try stuff. To make it up. To not know where they’re going, when the screen is blank or when there’s no storyboard for the video shoot. Start something right now with the mindset of “you never know.”

The results may surprise you. Embrace the “never know” and see what happens…