I’m not the target market, but I’ve recently received another email from TwoSocks.com (click to enlarge the image on the right).

It invites me to pick my ‘personality’ from a choice of eight. That links through to the website where they show me socks to match.

I think this marketing approach is genius, for two reasons. First, because we’re in an age when people WANT to interact on-screen, and second, because it takes the customer as the starting point.

Everybody should be doing it.

For example, I wrote a website for a local recruitment company. They started off with a home page that had five icons with captions, one for each of their main services. Recruitment. Head-hunting. Training. You know the sort of thing.

This is very natural. Lots of people structure their websites this way.

But I said: “You don’t want to do it like that!”

It’s a top-down approach in a world that’s turned bottom-up. These days, it’s important to recognise that the (buying) power is with the people.

Think about it. Each individual reads your website from their own perspective. They only want to read the bits that are relevant to them. You have to put yourself in their shoes (DYSWIDT?).

So we restructured the website and redrew the icons according to the different audiences they were talking to. 16s-18s. Graduates. Employers. You can guess the rest.

Now, when someone visits the site, they know exactly which icon to click in order to find the information they need.

So, here’s a question for you. You may talk about being customer-focused. But what do you actually DO about it in your marketing communications? Please tell me in the comments below.

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