2
Internet Marketing
FIRST NAMES ; NAMES FIRST
During school , our professor gave us a pop quiz . I was a pretty smart student and had gotten through the other questions quite easily , until I read the last one : " What is the first name of the woman who cleans the school ?" I imagined this to be some kind of joke . But when I thought about it , I realized I had seen the cleaning woman many times . She was short , dark haired and in her 60 ' s , but how would I know her name ? I didn ’ t . I handed in my paper , and just left the last question blank . Just before I left I asked the teacher if the last question would count towards our grade . " Absolutely ," said the professor . " No matter what career you choose in life , you will meet many people . All are important . They deserve your attention and care , even if just by a smile and greeting .
I ' ve never forgotten that lesson . I also learned her name was Clara .
Online , it is not as easy to obtain first names as it is in person but at least we have a better way to store them when our memories fail .
The professor was right , in fact , as it turns out , our names are so important to us that hearing them lights up an entirely different part of our brain than any other words , scientists tell us .
Using your customer ’ s name makes them like you more , also using your own name makes the interaction feel more personal , too .
For example , who would you rather get an email from , “ John ” or “ The Support Team ”?
Personal names make a shopping experience much more enjoyable as does hanging out with people who know your name in real life , it just feels more respectful , more engaging and friendly .
Firstly , when sending emails , avoid the lazy trap of ‘ Dear Customer ’ …. Use their first name , which you will get from a very simple autoresponder set-up and a free copy of your ( insert product ).
If customers call you , try and use their name in the first sentence as an instant rapport builder . This is especially helpful in calming an irate customer down quite quickly by seeming more authentic and familiar . For some of you , when booking a callback , arranging a meeting or getting people to leave their names and numbers , ensure you have their names written in your diary on that date and any other bits of information you can get in that first interaction . Then when you recall accurately the words of the last conversation you had with them or ask them a more familiar question using their name , you instantly make the customer feel like you know them and so they relax with you .
And the same advice on the ground , create stories or rhymes in your head associated with the person ’ s name you want to remember and genuinely try to use it when you bump into them . It ’ s a great way to build connections and friends on the ground that may one day be useful to your company or idea , on or offline .
People like their name being used , that ’ s evident , and it will be a testimony to you and your efforts if you remember that fact and get just better at being personal .