Talk to me

by Daniel Lafrenière and Mark Morin

98% of the consumers you target will most likely ignore you completely. Why? Because what you have to say is irrelevant. Because your message is about you and your brand - not about your customers, their needs, goals and personalities.

In today's cluttered marketplace, consumers are faced with too many choices. They are bombarded with too much information. And retailers provide them with too little advice. Because of this, consumers find it increasingly hard to make informed decisions. And as a result, building loyalty and finding new customers is an impossible challenge.

Today, to be relevant, you can't go on treating all customers the same way. You need to focus on them, on their needs, on who they are and why they need or would want your products. It's not longer about you and your brand. It's about "me", the customer.

In this book, you'll learn how to get to know your customers as individuals, create products and content that are relevant to them, help them use your products effectively to achieve their goals, and increase satisfaction, loyalty and customer lifetime value.

Table of contents

The world isn’t what it used to be!
From B2C to B2Me
From brand-centric to customer-centric
Making it happen
Collecting customer data
Using customer data
Measuring success

Authors

Daniel Lafrenière is a consultant, author, public speaker and teacher in the field of user experience design. His clients include Fortune 500 companies and government departments. Daniel published the books Le design Web raisonné in 2005 and Créez des interfaces gagnantes in 1995. Since 1993, Daniel has been teaching UX design in universities (Université Laval, Université de Montréal, Université de Lyon 2), in Fortune 500 corporations and at conferences in the USA, Canada and Europe (CHI, UPA and others).

Daniel lives on the web at daniellafreniere.com

Mark Morin is a relationship marketing evangelist, educator and writer. He is president of Stratégies Marketing Direct, a relationship marketing agency focused on creating powerful, relevant B2Me marketing campaigns. His work has received 60+ industry awards for creativity and effectiveness. Since 1987, Mark has been teaching Direct and Relationship Marketing in several Canadian universities and has lectured throughout North-America. His clients include global brands in the beauty and cosmetics industry, banking and financial services, tourism and travel, business-to-business, and more.

Mark lives on the web at strategies.ca