Trend Number 6 - Hyper Personalization

Good morning, good afternoon, good evening. I hope that you are having a wonderful day wherever you are. Watching this edition of Talking Points Live with me, your host, Jason S. Bradshaw. Now, last few days I've been highlighting a trend from my annual business Breakthrough Success Trends. And the 2024 report is out. Now you can get a free copy by heading over to Jason S. Bradshaw.com trends. Just pop in your email address and it will be emailed to you and you'll see 15 trends that will help you achieve in your business breakthrough success in 2024. Now the key here is not to try and do all 15. You're probably doing some of them already. I suspect the businesses that will win in 2024 though, will take two or three of them and absolutely focus on those. Get intentional about consistently delivering them. And only when they've got that consistency locked in will they look at perhaps focusing on or adding another area to focus on in their business. Ideally two to three. You'll nail it and you'll get consistent at delivering in those areas. You'll master it before moving on. So That's Jason S. Virtual.com trends to get the report completely free. Now today, today's trend is around hyper personalization. And you know, if I want to be controversial, I'd say it's anti the lazy marketer. You see, the lazy marketer sends the same message to the to, to every single person. It doesn't matter who they are, they get exactly the same message. I'm not talking about a newsletter here, although I could be. Even from an advertising point of view. In 2024, there is virtually no reason to have a generic ad set. There's no reason to have a generic email and there's no reason for your business not personalize what it delivers to its audience. There are so many tools out there for small businesses to enterprise companies that are designed to make it foolproof to deliver personalization for their customers. Now let me give you an example. There's a company called Braze. They're a marketing platform or customer engagement platform and they have this really clever tool that will decide what it surfaces up on a website based on the user's previous browsing history on the website. So and, and some other information. But let's just say you go to an automotive site and you are always looking at SUVs. Then when you go back to this, back to that website, it will say I know you, I know that you like SUVs. So the first piece of content that I'm going to serve up to you is SUV related. It doesn't mean you don't other content, but it means that you tailor the content to the user's preferences. Now this extends into emails, sms, and even in a customer service setting. If you're providing your agents with the right information, they should be able to personalize their approach to the customer. But why is it so important? You know, personalization is a topic that's been around for decades and companies have tried and failed. Companies have delivered projects that have cost tens of millions of dollars and failed. But I really do think that today, with the plethora of software and services out there that are really cheap to attain, that there are no excuses anymore for personalization not to be considered in your business. It certainly can be a differentiator and it certainly can lead to a better experience for your customers. But why is it so important? Well, we know, and if you're anything like me, you are also probably time poor. Our customers are no different. So when they get a piece of content, when they get a message from us and it's not relevant to them, they start to train themselves to disengage from your message, whatever it is. So by creating personalized messages, and I'm not talking about hi Bob. I'm talking about hi Bob. Here is content, here is information, here is an offer that's relevant to you. Then Bob goes, hang on. This company knows me and understands me and I will pay it some attention. And attention pays attention. Those businesses that achieve breakthrough success in 2024, they're not focused on just cookie cutter business. They're focused on creating relationships with customers that create repeat and referral business. And one way to do that is through personalization. So I'd encourage you to start the journey towards personalization. It could just be by categorizing the types of products that your customers buy and sending them messages to those categories. Now that's not hyper personalization for sure, but it is a step on that journey. So the goal, hyper personalization, right message, right time, right platform. But there are no excuses for not at least starting towards that journey of personalization because like I said, it will lead to your customers feeling that you bring value to them, that, that you understand them, that you're not wasting their time. And that leads to repeat and referral business. And repeat and referral business is the best business that you can get. As always, if there is some way that I can help you and your team achieve breakthrough success in 2024, you can sign up for my coaching program at businessbreakthroughcoaching.net It's a 12 week growth accelerator program. At the end of the 12 weeks, we can talk about what else might fit your business. But this is really a program designed to help you and your individual business situation to accelerate its growth so that in 2024 you truly can achieve in your business breakthrough success. Just a quick reminder by the On Friday of this week, my fortnightly newsletter, Talking Points with Jason, will be released. You can sign up for that also@jason spreadshaw.com or on LinkedIn. Certainly appreciate you doing that, but right now, if you want to do me a solid, be sure to share this video with someone who you feel could do with focusing on personalizing their approach to customers. Until next time we speak, I wish you and your business every success.