Marketing without a handshake post COVID-19

As marketers living in the year 2020, we are taught to value every touchpoint as a key interaction-based data point. Multiple data points tell us a story and the data, after all, is what drives the marketer in making sound decisions and ultimately grows or kills a company’s momentum. Our parents taught us that a firm handshake while looking the person in the eye, would instantly create the respect for both parties and is almost always required to begin a discussion. Various countries have different versions of the handshake, but they all teach us one thing. To connect with respect. Once we move past COVID-19, what replaces a handshake and what can marketers learn from this?

As we see businesses of all sizes close their doors, we know that the situation is beyond our control. If you’ve been locked up in your home, conducting business under the new social distancing guidelines, then you are probably thinking about this situation more than you even know. How are you connecting with friends? Technology is clearly the bridge but what is your management team telling you about conducting business-as-usual doing the best you can while you are unable to connect face-to-face? As they try to keep the business from falling apart, they too are looking at what they can do to keep the momentum going during this difficult time.

It’s my belief that while the handshake is physically important by nature, this isn’t the driving factor in what begins the relationship of connecting with respect. It’s actually the body language behind the handshake. A close friend of mine would always shake a hand by going underneath the hand and coming up as if lifting a shovel to toss the dirt. When he would shake your hand, you felt that he REALLY meant it. That this moment, above others, was cherished and ultimately remembered by all parties. I would say in my mind, “Now this guy can shake a hand and create a moment to remember!” His handshake and body language would change as the interaction took place. His smile was contagious and above all, his body language screamed thank you for allowing me to introduce myself. As marketers living in a COVID-19 reality, what can we do to create the moment to remember without the body language that defines the moment?

I believe we begin by reframing what it means to create the first touch interaction. Gone are the days of, “Hello, my name is XYZ and I know we haven’t met yet but I have a technology, gadget, or service that I want you to become insanely aware of. Then they drop the value prop, then the limited time offer. Sincerely, a name I don’t really know.” Please, please make this behavior stop! I think this is similar to fishing with rocks. At least come to the discussion with body language in your communication that is memorable.

As I ponder about the body language that is memorable for digital communication, I think about not only the homework I must do to understand what they care about but also the impact I need to express to communicate the value I have in the interaction. I must get to know this person first and the approach of my marketing materials must create a memorable first experience. After all, the first experience is what they will probably remember most and it can’t be gimmicky. It has to be honest, authentic, and of great value. You might think that this is hard to do given your inability to connect directly or lack of resources but I think you might surprise yourself on how easy it can really be if you just slow down the need to sign up everyone all-at-once and to use your digital body language to create that first interaction.

Digital Body Language

If you have kids in their early teens, you know that apps like TikTok provide a variety of expression that pulls the viewer into watching videos longer than they normally would. The connection may be a friend or a schoolmate that has a video of them acting out in some fashion that makes them stand out. Kids love this. Why? Because it’s honest, authentic, and of great entertainment value. It’s REAL. If their friends watch it, they gain notoriety albeit maybe only in their class, but again real momentum is made.

We can learn from this by looking at five simple steps.

1.    Connect with new prospects with an expression that establishes honesty, authenticity, and of value to them. An example might be a low to no budget video of a business making N95 masks in a home with everyone taking a part in creating the package to send to our front line hospital staff. This has nothing to do with your business but is honest, authentic, and provides real value. I am giving you something and asking nothing in return. This first interaction, ask for nothing. The days of the call to action to instantly sign up is premature, clearly too premature.

2.    Capture the emotion of your body language in your communication style. How? Whether in video or print, express why you are so honored to introduce yourself. An example would be, “I can’t express how much I appreciate the opportunity to digitally shake your hand. Thank you for taking the time to get to know me and my mission of learning more about what you’re trying to accomplish at Company XYZ.”

3.    Connect to what they love. Do your research using the digital tools you have and really learn about what they’re passionate about. Embrace offering something of real value in your expression to them about what they care about. An example here might be, “I couldn’t help but notice that you have a background in healthcare. My heart goes out to all the front line workers such as those that you worked with your organization in New York, that are risking their lives for families like mine.”

4.    Give them something of real value. This is similar to the handshake that touches your soul. Give them something that you do for no charge. This could be something as simple as an assessment, or a diagram, or a chapter out of a book. Give before you expect to receive.

5.    Conclude this first interaction with something more than a thank you. Express what you are going to do next. An example might be, “I hope you don’t mind, but I couldn’t help but send you a greeting card with my contact information in the mail expressing my thanks for our interaction.” Expect nothing in return. Wait for a reaction. If they want to continue the relationship great, otherwise, you move on to your next interaction.

It’s been overly documented how much mega stimulation we receive every day via email, phone calls, and social media. Balancing your digital body language in a way that is unique, better, or different can make a difference in marketing post-COVID-19. It’s my belief that companies that realize that they must slow down, and truly give more to establish a value-based relationship, will actually survive the coming years of business uncertainty.

Creativity in your digital body language will be the key to your success.

Please share your ideas about my thoughts and I truly thank you for reading this to allow me to get to know you better.

Sincerely,

Mike Whitmire