First dates and Marketing

When you go on a first date with someone, do you tell them how wonderful you are and all the great things you can do, then ask them to marry you? Probably not. Well, at least I hope not.

And yet, this is exactly what the vast majority of marketing teams do when it comes to their marketing materials. Whether it's a brochure, a landing page, or a video, most businesses feel compelled to share every last value proposition they can in one breath, then try to "close the deal" at the very end.

But this isn't how a great date, or a great piece of marketing works. Great marketing, just like a great date, is an equal portion of give and take. It hooks you in with a question, a clever pickup line or headline, a bit of humor, and then tells you a story, revealing the right combination of details so that you continue to lean in just a little more, wondering what's going to happen next.

Unfortunately, what most businesses tend to forget in their rush to make the sale is that the first shot isn't their only shot. If everything goes well on that first date then that prospect will likely come back for a second date (perhaps to your website or your Social Media account) to find out more about you.

So when you're crafting your marketing strategy, think about what the first impression should be that will make it easy for people to want to keep talking. If you don't know how to start a conversation or if you say the wrong thing and end up scaring someone off before they've had time to get comfortable with who you are, then chances are high that this date is over--and so is any potential partnership.

Moreover, authenticity is important too. It's not enough to just say what your date wants to hear. If you're not authentic, if you don't truly believe in the things you're saying, or if you don't actually deliver on the promise of what you've said, the relationship is ultimately doomed.

If you don't believe in what you're selling, the customer will likely know. Consumers are much more sensitive to feeling deceived than they were years ago. So if your message isn't authentic or true, consumers won’t buy it and will be turned off by any future marketing communication from you or your company.

You want a relationship that is authentic, meaningful, and mutually fulfilling right? That's exactly what your prospects are expecting from you and your brand too.

This analogy may seem simplistic, but it's not. Just like any relationships, brand - consumer relationships are complicated but worth every effort!

You'll find yourself more likely to succeed when customers know they can trust what they hear from your brand without a doubt. Be honest and genuine about your product offerings so that consumers can build trust in what they are being sold. More trusting a customer feels when browsing through your site or reading an email promotion, the higher their likelihood of making a purchase decision becomes.