I tend to attract bright, successful people with strong values and a social consciousness to my business (yes, if you’re reading this, you can consider yourself complimented). But more than that, they tend to be expansive, even spiritual. The typical “woo woo” folks who actually make money.
They are called the “Cultural Creatives” and they represent approximately 50 million Americans. Cultural Creatives fall into the “LOHAS” (Lifestyles of Health and Sustainability) market – a $228.9 billion growing industry.
Basically Cultural Creatives are the “green” group. They are interested in alternative medicines, personal development, environmentally friendly solutions, and healthy lifestyles. They eat organic foods and drink filtered water. They drive hybrid cars and bike or walk when possible. They want to leave a better world for the next generation, even if the next generation is wrapped up in MySpace.com and video games. They don’t relate to the fast-paced.
While getting to know some of them over the past years at live events and through teleseminars (the Internet marketer’s version of a coffee klatch), I discovered this group represents some new challenges in marketing that haven’t been there before. See, they loathe advertising.
What’s a marketer to do when her bag of tricks doesn’t work on the segment of people who most relates to her? She looks closer at lessons from the past and what DOES work in the present. Here are a few tips you can use to connect with the elusive Cultural Creatives.
- Hook ‘em with a story. We all love stories and they make for some pretty compelling marketing. When a reader is taking in a story he actually looks for connections to himself. How cool is that? The reader is grooming a relationship with you without you even trying.
- Be authentic. A Cultural Creative can smell a liar. Try the old bait and switch and you will shortly be out of business. Let them in on your weaknesses and vulnerabilities.
- Use a conversational tone. Try speaking to them in the first person using language real people use. Don’t be so formal. Cultural Creatives aren’t uptight – just curious. Extra points for making them chuckle.
- Long copy still works…as long as you are succinct and interesting. Cultural Creatives don’t mind getting information, as long as they are LEARNING something about a potential purchase or issue. Not impulsive buyers, they like to understand before they buy.
Get used to it. The Cultural Creatives are not some hippie group fad. They are here to stay. The sooner you adapt your marketing to reach them, the better.
Author Resource -> Copywriting guru Lorrie Morgan-Ferrero has been helping entrepreneurs and copywriters get their marketing messages razor sharp since 1999.