Marketing can be as simple as dating…okay, maybe that is not as simple as it sounds. There are lots of analogies between a successful date and a successful marketing campaign. It certainly makes sense, both are exercises in attracting an enthusiastic prospect.
So, what did I learn about marketing from dating?
Be on Time
Nothing is worse than missing a customer’s expectations. No one likes waiting on a date that arrives 15 or 30 minutes late. Make sure that you don’t make the same mistake in your marketing. Your campaign should make small promises, like when you will pick her up, and make good on everyone–come hell or high water.
Have a Plan
Ever gone out with the person that can never make a decision–what restaurant to go to, what movie to see, where to meet for drinks? No one likes to go out with someone who never has any ideas or a plan.
Avoid this syndrome with you marketing. Lay out your marketing in a very intelligent, logical manner. Your campaign should always be foreshadowing the next step. You should be constantly setting expectations or getting feedback. The plan should make the customer’s experience smooth and delightful.
Don’t Waste Time
I hated getting trapped on that date when it was immediately obvious that things were not going to be compatible. What a huge waste of time and money. Remember this principle in your marketing. Be clear what you are offering. Avoid being tricky, clever, or misleading.
Your customers that respond to your advertising will be more targeted and responsive if you don’t waste their time trying to figure out what they are going to get.
Pay for Everything
Ever been stuck with the bill on a date as your deadbeat slug does the “OMG, I lost my wallet” pat-down? How incredibly obnoxious. Only one step down from the, “I’m sorry sir but your credit card has been rejected.”
No one likes surprises. Avoid up front fees and charges if at all possible. However, if they are a necessity–say for appraisals–make sure you are very clear in the beginning about the fee and specifically why you have to charge it.
Put Them First Always
This last point should go without saying, but it bares a reminder. ALWAYS put your date and your customer FIRST!