Sales
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5
 min read

Capitalizing on the Relationship-Centric Era

In today’s hyper-competitive landscape, all businesses, including yours, are fighting for mindshare.

WHAT IS THE RELATIONSHIP CENTRIC ERA?

The relationship-centric era is a shift in how businesses communicate with customers. We now live in an era where ALL customers expect conversational, personalized, VIP treatment. This rings true for both current and prospective customers.

In today’s hyper-competitive landscape, all businesses, including yours, are fighting for mindshare.

This is because businesses from the early 2000s were more focused on the product and not the customer's problems. This led to customers craving more relationship-based interactions. They want to understand how your product can make their lives easier, as opposed to all the features your product has to offer.

Apple first exemplified this relationship-centric era by selling through their Switch ads.

These ads showed real people having problems with their PCs, and instead of focusing on all the features a Mac computer has, they showed the problems it could solve that traditional PCs could not.

Companies have now started taking strides to become more relationship-centric, which has caused businesses to change for the better.

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THE RELATIONSHIP CENTRIC ERA IS COMING WHETHER YOU LIKE IT OR NOT

This relationship-centric era is coming faster and faster each day. To survive, you must change with the times.

Because today’s consumers don’t care about what you know until they know how much you care.

Consumers feel like this because they have been sold to all of their lives. Did you know that consumers on average receive 120 emails and 5,000 ads per day, in addition to constant notifications on all the devices they own?

This bombardment of messages being sent on a daily basis drove consumers to become more relationship-focused, valuing certain messages over others.

The relationship is what inspires customers to listen to one message over another.

If you don’t adapt to this era, you may suffer the consequences!

WHAT HAPPENS IF YOU DON’T ADAPT?

If you don’t adapt to this new era, you run the risk of putting yourself out of business.

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This may happen because you start to become irrelevant in the minds of your customers. After all, you stopped giving the personalized VIP experience they expected.

Which leads to you losing your customers’ mindshare and, ultimately, your company going out of business.

So how can you avoid this from happening? Authentically gain the mindshare of your customers!

AUTHENTICALLY GAIN THE MINDSHARE OF YOUR CUSTOMERS

The best way to authentically gain the mindshare of your customers is through quality messaging.

This means you need to focus on the quality of your message instead of the quantity, especially when it comes to the timing and the method of the message itself.

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Think of the Apple unboxing experience. Before any new Apple product comes out they get you ready for the release by showing you how you can use their products to solve your problems.

This helps build excitement with their customers and therefore helps them gain more mindshare.

You can also gain mindshare by recognizing people through social media. This is important because everyone thinks they’re more important than they are, globally. If you lean into this, you can benefit because this will make your customer feel more important and heard.

For example, you can do something simple like thanking them over social media, or by sending a handwritten thank-you note through IgnitePost, to make sure they feel valued and heard.

Which ultimately leads you to gain more mindshare authentically.

LEARN MORE

IF YOU’RE STILL CURIOUS ON HOW TO USE IGNITEPOST, LOOK AT OUR OTHER USE CASES!

REFERENCES

  • https://www.ignitepost.com/blog/the-relationship-centric-era
  • https://www.cultofmac.com/485948/today-apple-history-brilliant-ad-campaign-turns-switcher-unlikely-star/
  • https://www.linkedin.com/pulse/have-we-reached-peak-ad-social-media-ryan-holmes/

IgnitePOST Team
Verified writer
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