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Self-Storage Marketing Success: Using Facility-Specific Data to Find Your Target Market

Derek Naylor Comments
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Understanding Human Emotions

There’s one more element to understand when defining your target market. Most of what we’ve discussed has been black-and-white and data-driven. This information will help you define who your target market is, but it’s not worth much at all when it comes to communicating and connecting with customers as human beings.

To do that, you must have empathy and an emotional understanding of what makes them tick. This is not as easy to identify, but still crucial. In short, you need to understand the emotional and psychological reasons customers use storage.

Put yourself in their shoes at that particular moment in their life. Are they stressed? Overwhelmed? Scared? Excited? Happy? Unfortunately, most customers are in the middle of something stressful when they need storage, such as a move, family tragedy, divorce, etc. Whatever the case, it’s important to have empathy and create a profile for these emotions. When you do this, you’re fully able to connect and communicate with customers.

Determining the emotional state of your prospects is hard to do but must be considered when crafting each of your marketing messages. As you create them, remember to put yourself in customers’ shoes and have compassion for their situation.

Whatever you do moving forward, this article offers a clear indicator as to how detailed your target market can and should be. Not only will it help you improve your marketing efforts, it will help you make other decisions throughout your self-storage operation.
Derek M. Naylor is the president of Storage Marketing Solutions, a full-service, results-oriented marketing and advertising agency dedicated to the self-storage industry. For a free subscription to his e-newsletter, call 800.941.4805; e-mail; visit

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