Imagine walking into your favorite bar, and the bartender instantly knows what to recommend based on your preferences. This scenario perfectly illustrates how your brand’s unique value proposition, features, and benefits should be communicated. Your messaging and positioning should be so simple and clear that a bartender could easily recommend it to a patron.
The Bartender’s Edge
Bartenders meet new people every day. They quickly learn the tastes and personalities of the patrons that visit their establishment. They ask the right questions and make spot-on recommendations, demonstrating the power of word-of-mouth marketing.
But marketing is more than just knowing when to recommend what to whomever.
Much like a bartender, each person is connected to countless other individuals with whom they have conversations every day. If that person hasn’t been exposed to your brand’s messaging or advertising, then you don’t exist when it comes time to make a recommendation to another person who might be a qualified buyer of your products or services.
Your company must engage in a thorough approach to marketing so that even the average person – even an unqualified buyer – can succinctly understand what it is you provide and how it might benefit others.
Here’s how you can apply this to your brand:
Know Your Audience
Just like a bartender sizes up a customer, you need to understand your target audience. What are their needs, preferences, and pain points? Tailor your messaging to speak directly to them, making your value proposition clear and relatable.
Efficient messaging not only informs your buyers, it also educates others who may not be in your audience. For example, the King of Beers is well known as Budweiser. It is a statement that speaks to the position of the brand and with whom it might resonate. While you may not be a fan of Budweiser yourself, you can immediately conjure up an image of who is.
Simplify Your Message
A bartender doesn’t give a lengthy explanation about each drink; they get straight to the point. Your brand message should be equally straightforward. Focus on the core benefits and what makes your brand unique. Avoid jargon and keep it simple.
Bounty took this to heart with the slogan, the Quicker Picker Upper. A stay at home parent or a housecleaner is all too aware that time is precious. When messes occur speed and efficiency matter most. That phrase speaks directly to the needs of its buyers.
Create a Memorable Experience
People remember great experiences and share them with others. Ensure your brand provides a memorable experience that customers will want to talk about. This could be exceptional customer service, a unique product feature, or an unforgettable brand story.
Think of Zappos, the online retailer of shoes. Until its acquisition by Amazon in 2009, the brand was synonymous with exceptional customer service. It was a unique value proposition for the buying experience. From beginning to end the shoe buying process was pleasurable and exceeded the expectations of its customers, so much so that they became a household name.
Encourage Word of Mouth
Word of mouth is powerful because it’s personal and trusted. Encourage your satisfied customers to spread the word. Elevate your brand so that even non customers have a top of mind awareness about the value of your offer. This can be through referrals, testimonials, or social media shares. Make it easy for them to recommend your brand just as a bartender would recommend a great drink.
Discount Tire is notorious for free flat repair. If your tire can be plugged, bring it in, and they’ll take care of it for you at no cost. Exceptional customer service and free repair makes Discount Tire the first brand mentioned whenever someone runs over a nail.
Engage and Listen
Bartenders listen to feedback and adjust accordingly. Engage with your buyers, listen to their feedback, and make necessary improvements. Showing that you value their input strengthens your relationship and enhances your brand’s reputation.
The two-way communication with buyers also identifies new opportunities for revenue. By keeping your buyers close you not only demonstrate your appreciation for their business, you also discover new features, new services, or new products that your buyers want.
Think Like a Bartender
You offer a product and service that should fill a hole in the market. It should satisfy the needs of your buyers and meet them where they are. If your brand’s value proposition, features, and benefits are clear and compelling, anyone—including a bartender—could easily recommend it. Just like a bartender recommends drinks, make your product or service the go-to solution for anyone looking for what you offer.