How is Marketing Like Dating?
Imagine going on a first date with a potential love interest. You want to make a good impression and secure a second date. Similarly, when you have an initial interaction with a prospective customer, you want to build a relationship that inspires them to seek you out again. Whether your communications are in person, on a website, or through a direct mail piece, the goal is the same: pique their interest so that they start to see your product or service as a potential solution to fulfill their heart’s desires.
If you want to learn more about how to do this, check out my ACE Marketing Framework.
Get to Know Your Prospect
Just as you would take time to get to know the hopes, dreams, and frustrations of a love interest, take the time to deeply understand what your target customer needs related to your product or service category. You might find that there is no perfect solution in the marketplace that fulfills their wishes, and that could be your golden opportunity to develop something that does. Learn more about identifying your target audience.
Don’t Overshare on the First Date
TMI Alert: If you’ve ever thought, “I need to put all the information in this brochure/presentation/webpage so my prospect can find the things they are interested in,” you are probably guilty of oversharing.
Be strategic about what you communicate and when. The primary objective of your marketing communications is to connect the dots between what a prospect wants and desires and how your product or service can deliver on those wants and desires. Nothing else matters until you convince a prospect that you have the solution they are seeking.
Build Meaningful Connections
Ask for a Second Date
If you want to see a prospective customer again, always make the ask. Use a call to action to invite the person to learn more, connect with you, schedule a meeting, or make a purchase—whatever is appropriate for your product or service and the customer journey. Make sure it is always clear what action you would like the prospect to take next, so you can take your relationship to the next level.