Resonating With Your Customers

by John R. SedivycloseAuthor: John R. Sedivy Name: John R. Sedivy
Email: john@capecodbranding.com
Site: http://www.capecodbranding.com
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Introduction
Have you ever met a person that you just clicked with? You couldn’t quite explain how or why, but you were completely in sync with the other person? On the other hand, more often than not I am sure you have met people who are out of sync, they appear to not understand a word you are saying and just don’t get it. Now take this same concept and apply it to a product or service – have you ever had a product that seemed so spot on that it felt perfectly aligned to your needs? Craig Stull, Phil Myers, and David Meerman Scott call this phenomenon a “resonator” and identify a process for creating such an occurrence in their book titled “Tuned In.” I will discuss the concept of resonators and provide my experience with this concept.

What Is A Resonator?
The authors of “Tuned In” define a resonator as “a product or service that so perfectly solves a problem for buyers that it sells itself.” The idea being that the product resonates with the consumer and they are compelled to own the product or use the service. This goes beyond a catchy marketing campaign but is inherent to the design of the product or service itself. The designer of the product or service knows the needs of the buyer so well that it solves some basic need of the buyer. The product or service  literally sells itself as the buyer is compelled by deep seated feelings to integrate the product or service into their lifestyle – which is a seamless process and makes the buyer’s life easier.

I have read about similar concepts in the past – usually with more of a new age sort of spin. There are books such as “The Secret” by Rhonda Byrne which discuss the importance of aligning energy in the form of frequencies. For example, if you train yourself to emit a frequency of wealth and abundance, you will be in tune, and aligned to receive wealth and abundance, the opposite is also true. I view a resonator as the business school equivalent to such philosophies. Create something that is aligned to the base needs of your buyers, the word will spread in a viral fashion, and the customers will flock to your door in droves.

An Example Of A Resonator
The authors provide many examples such as Starbucks, the Apple iPod, zipcar and others. I have had very few resonator experiences, but one that has stood out above others was the iPhone. Why the iPhone? It basically solved a basic need and made my life easier. After purchasing and using the iPhone I felt like, hey someone out there understood my frustration and  addressed several problems, which in turn prompted me to look into other Apple products.

So what was so special about the iPhone? Personally it eliminated the need to carry multiple devices when I was on travel. With the iPhone I no longer had to carry my computer, iPod, map, planner, Calendar. It also included many other items in the form of applications that solved additional problems – mostly free of charge. Add to the fact that the device has a sleek, elegant design and the package is complete. And by the way, it was easy and fun to use!

For Amy and I the iPhone was a resonator in that it solved many problems, many I did not even know I had. We recently had a trip to Greece for two weeks where we did not use our phones. It had a nearly crippling effect as most of the tasks once accomplished with ease were now difficult, or at least required some level of thought. In the future we will purchase newer iPhones without consideration of availability or price, the device is that critical, at least to me – it is truly a resonator. In the future when I travel internationally I will look into international plans which will eliminate, or at least reduce, the interruption in service.

Why Doesn’t Everyone Do It?
Because it’s tough. I liken the creation of a resonator with the creation of content that “goes viral” on the Internet. There is certain skill and creative talent that is required, but there is also some luck needed. So it goes with creating a resonator. There are some things that can be done to increase one’s odds of creating a resonator – one is knowing your customer through the creation, maintenance, and constant focus on a buyer persona. Knowing your audience or buyer/customer, increases the likelihood of creating a successful message/product/service that will be received by the buyer and resonate, and in turn go viral.

The authors of “Tuned In” provide a process for creating a resonator, which is in my opinion a good starting place. I am a fan of process in that a good process, if implemented correctly and for the right reasons, can increase overall efficiencies and effectiveness and eliminate, or at least reduce errors due to repetition, or at a minimum the consideration of certain tasks.

A word of caution concerning process is worth noting. Some believe that process in and of itself is the “secret sauce” that make things happen. In my experience a process is no guarantor of success, it basically serves as a starting point to put you on the right track. Blindly following a process without what I consider “secret sauce” elements such as a strong, balanced development team, solid design, and a thorough understanding of your audience and environment can be just as detrimental as not having the process in the first place. Sometimes process adds blind confidence to poor decision making or execution.

A good process provides the fundamentals of the items you should consider on your path to creating something or accomplishing a task. It allows for, and should be, tailored to each unique situation. Consider the process of creating a business – there is no one way to create a successful business – if there was everyone would be doing it. There are however areas which should be considered (usually these are elements of a business plan) that could increase your likelihood of success. Following the steps will not guarantee success however, the same can be said for any process.

The process for creating a resonator as outlined in “Tuned In” is no different. It is a great starting point and should provide you with food for thought on your journey to creating a resonator.

Creating a resonator will make you unforgettable to your customers!

-John R. Sedivy of Cape Cod Branding

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