Everyone has a certain limit of extra space in their heads. This extra space is allocated to things that we choose to pay attention to for either relaxation (it happens) or even being productive. For example, reading a book, watching the television or reading your favorite blog. People are making decisions all the time about what they should be thinking about and what they want to do.
Some have more extra time than others, but everyone has a limit and it seems this limit is decreasing all the time. With all the things that we are forced to pay attention, its no wonder it’s getting harder and harder to capture a bit of your clients mindspace. This marketing pursuit is now called capturing mindshare. This getting your piece of the mind space pie that is available from your client.
How do you do this? You have to create a compelling case as to why your clients should pay attention. This isn’t commonly done with one amazing, glitzy advertisement; it’s done over time as you build credibility with your clients. For example, if your client sees a great post on your Facebook page and likes your page, but then you don’t post for a while or post irrelevant topics they lose interest and give their mindshare to another company, which may result to them also giving them their business.
This is why you must be both unique as well as relevant. Coming up with something that your clients can only get from you will keep them coming back. People like unique thoughts, interesting information and quirky tid-bits and they will remember you if you can come up with something that helps you stand out from the crowd. For example, say your friend shared a really funny quote that came from their salons Facebook page. You inevitably go and check out the page and see that they have all sorts of funny, useful and inspiring information on their page. Most likely you’ll like their page and perhaps even look forward to the updates. However, if you went to their page and found that it was the only update that had any substance, you’d probably not want to waste your time and simply enjoy the single post you found enlightening.
That’s just it – capturing mindshare nowadays isn’t about getting their attention for a split second, it’s about earning the right to have it on an ongoing basis. So, give them a reason to give you that privilege.
Think about what gives you a unique edge:
- Do you have a unique décor that your clients like?
- Are you known for great music?
- Do your clients always ask for local restaurant or nightlife recommendations?
- Do your clients always ask you about good fashion finds?
- Can your clients always rely on you for the latest celeb gossip?
- Do you always have an opinion about every hair and beauty trend?
- Is charity your gig? Which one?
Find out what your clients can get from you and no one else and then use it to create a following. This doesn’t mean that every post has to be related to this unique point, but it means that you have something original that people can always rely on coming from you.
Our free mind space is precious, as we have less and less every day. That means we certainly won’t be very tolerant when it’s being wasted. So, be mindful of what you do with the mindspace your clients give you and make sure you’re giving them original, useful and relevant information every time.