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Therapy Time: You Are Not Your Customer!

Therapy Time: You Are Not Your Customer!

Okay, small business owners! It’s time for some tough love from the Tech Therapist. We’re just about to get into the holiday season – the most critical quarter of the year for many of you! – and it’s essential that your marketing campaigns deliver results.

The first step in making this happen is coming to grasp with a fundamental truth: you are not your customer. You may know a lot about your customer. You may like your customers a great deal. Those of you who have been in business a long time may have seen entire families grow up, as your customers’ children become customers on their own. It’s really, really, easy to make a perilous assumption: that the things you like – particularly where marketing is involved – are the same things your customers like, and that the things you dislike are equally odious to your customers.

For example, one really handy customer service tool that’s available to small business owners is text messaging. Customers opt in to a list that allows the business owner to notify them, via text message, when there’s a special sales event or promotion they should know about.

One business owner was incredibly resistant to this idea. She didn’t see the sense in it. She wasn’t a person who texted, and she assumed that her customers, many of whom were in the same age range she was, wouldn’t like it either. Her business partner convinced her to at least give the idea a try. If customers complained, she said, they could always stop using the text messaging service.

With great reluctance, the business owner agreed that the text message campaign could go forward. Privately, she assured me that there would be so many complaints in the first week that they’d have to cancel. But things didn’t turn out exactly as she’d expected. Her customers loved the text message notifications. It made them feel special and valued to be personally informed about sales events. Not only did the store see a sales increase that week, the average sale size went up significantly. More people were buying, and they were buying more, due to a messaging vehicle the owner was convinced her customers would hate because she didn’t like it herself.

Let’s just say she was pretty happy to be proven wrong.

The takeaway is this: don’t automatically reject an idea just because it isn’t personally appealing to you. Stop and think through what your customers’ feelings on the matter are likely to be. When in doubt, talk to your customers or “bounce partner” and test your ideas. The results may surprise you – pleasantly!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office