Value-Based Marketing with Wordsmith Extraordinaire: Kristin N. Spencer

September 03, 2024

Kristin N Spencer

Hey there, podcast listeners and blog readers! In this episode of Talk Commerce, I had the pleasure of chatting with Kristen Spencer, a certified copywriter and wordsmith who’s challenging the status quo of traditional marketing. Kristen believes that digging deeper than surface-level customer avatars and embracing genuine curiosity can unlock powerful sales strategies. Join us as we explore why those old marketing worksheets might be doing more harm than good and how a value-driven approach can resonate with today’s savvy customers.

Talk Commerce with Kristen Spencer: Beyond Avatars – Selling with Curiosity and Value

The Problem with Avatars and Traditional Personas

Kristen argues that creating customer avatars based solely on demographics can be exclusionary and doesn’t resonate with younger generations who prioritize values and brand alignment. I found this particularly insightful, as I’ve noticed a shift in my own purchasing behavior where I’m drawn to brands that reflect my personal beliefs.

Kristen suggests that focusing on psychographics – a customer’s values, personality traits, and convictions – is far more effective. She’s developed a unique questionnaire to uncover these deeper insights, leading to stronger messaging that connects with the target audience on a more meaningful level.

Selling with Curiosity

Kristen emphasized the importance of curiosity in sales and marketing. By genuinely seeking to understand our customers’ needs and motivations, we can tailor our messaging and offers to resonate with them. This really struck a chord with me. In the age of ChatGPT, it’s easy to fall into the trap of relying on AI to generate generic content, but I believe that human connection and genuine curiosity are still essential for building trust and driving conversions.

The Power of Value-Based Marketing

Kristen’s approach centers around “touchstone principles” – core values that guide all marketing and sales decisions. By establishing these principles and ensuring that all messaging aligns with them, businesses can build consistency and trust with their audience. This is something I’m actively working on implementing in my own business, and I can already see the positive impact it’s having.

Embracing Change and Adaptability

We discussed the potential pitfalls of relying too heavily on AI for marketing, and Kristen highlighted the importance of adaptability in today’s rapidly evolving landscape. Businesses that are willing to embrace change, listen to their customers, and pivot their strategies accordingly are more likely to thrive in the long run.

Kristen’s Book and Resources

Kristen’s upcoming book, focused on the power of curiosity in sales, promises to be a valuable resource for anyone looking to enhance their marketing strategies. She also offers a fun “Alice in Wonderland” themed quiz that helps you understand your purchasing type. You can find the quiz at alisquiz.com.

My conversation with Kristen Spencer was a fantastic reminder that effective marketing goes beyond surface-level demographics. By embracing curiosity, focusing on customer values, and building strong touchstone principles, we can create messaging that truly resonates and drives results. I highly encourage you to listen to the full podcast episode to delve deeper into these insights and explore Kristen’s unique perspective on the future of marketing.

If you’re interested in learning more about Kristen’s work, connect with her on LinkedIn (Kristen N. Spencer) or visit her website, literarysymmetry.com.

Connect with Kristin

TWITTER @sincerely_kris

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