By Charlie Seymour Jr
As an example: take a bride looking or wedding photography. Can you use the same language for a 22-year old first time bride and a 57-year old third time bride? Even though the photographer is the same person, has the same camera, same eye, same album company, the WORDS used to describe his business have to be different for these two brides.
And then look at the way you DELIVER the message. Perhaps emailing the 57-year old bride will work… but if you want the attention of the 22-year old bride, you had better use texting or your message might not be answered for several days.
So even though 97% of what you do for customers, clients, and patients is exactly the same, WHAT you say to them and HOW you deliver the message must be very different. Same thing for your video marketing: you need separate messages for each one – separate DOORWAYS into your business, as Charlie describes.
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