Follow the Herd. Whatever
you are selling- a product or a service, you need to find a way to be different
from the crowd. Not in a gimmicky way, but in a way that is memorable and
meaningful to your target audience. If
you are following your competition, you will end up in a blur. Your product
or service can be as special and interesting as you. In geometry, eccentric
literally means not having the same center. Be eccentric.
Interrupt your Prospects.
Attention is the great commodity of the 21st century. As a
consumer (or a business), you are not allowed to interrupt me. Only I can give
you permission to talk to me and I will only do it if I hear something about you
from someone else. Don’t interrupt your
Don’t tell a story: The
quickest way you lose me as a potential customer is when you tell me how your
factory makes your product. I don’t care. What matters to me is a story that I
can tell others about how your product benefits me or makes me feel. Stories are the currencies of marketing in
the 21st century.
Lie to Me: Genuineness and authenticity is what allows capital to
flow. My first screen when I hear about something is to wonder if it is real, is
it true, is it credible. Does Tom’s Shoes really give away a pair of shoes to
someone in need? If so, I like buying shoes from someone like that. If you lie
or present an inauthentic experience, you can’t win back my trust. Warren Buffet said it takes 20 years to
build a reputation and 5 minutes to throw it away.
Bother me without permission: If I buy from you, don’t keep
annoying me with too many offers. Once and a while is okay if you have
something new and interesting but a deluge of spam, email and crap is annoying.
I get roughly 14 pieces of white mail each week from a credit card company
soliciting my business. They all get tossed as quickly as they show up. I never
asked them to send this to me so without permission, I’m not interested.
Survey till the cows come home:
I’m sorry Holiday Inn, Hertz or Novatel, I don’t care to tell you about
my experience at the hotel via email. Please don’t bother me to tell you on a
scale of 1 to 9 how I liked the service. I will vote with my next reservation
or lack thereof. I get too many surveys
now and no I don’t have 5 minutes to spare telling you what went wrong. Instead,
treat me like a human being. Find special ways to make my engagement with you
personal as if I am your only customer.
Ask me to Like you on Facebook: If
I want to be your friend, I’ll find you. Asking someone to Like you on Facebook
is like asking people to be your friend in the real world. Sorry, but I want to hang out with you, I’ll
come looking. The power of Facebook is
when I want to be part of your community and identify myself with your tribe.
Don’t ask. Let me discover you. If I observe you engaging with me in real human
terms, I’ll be hooked. Don’t ask to be my friend. Earn it.
The more I write about marketing, the more it becomes so
clear that great marketing is like great relationships with friends and
colleagues. You trust each other and would do anything to help and support
them. You anticipate their needs and show up at the right time, when they least
expect it. You do things without asking for anything in return. Friendships are earned and respect occurs over time when you are
Brands need to treat consumers with that same touch.
Labels: authenticity in marketing, following the herd, interruptions, Marketing Moments, permission, story telling, surveys