A Date with Your Reader
Valentine’s Day is just around the corner, and of course you know what that means — dating advice plastered all over the Web.
People have offered solicited and unsolicited advice about dating since the practice first began. Through the years, certain basic rules have taken hold as common wisdom. One oft-repeated maxim: It’s not about you.”
Examples of a lousy date frequently include participants who talk nonstop about themselves, rarely hold eye contact, fail to show interest when their date speaks, check for phone messages, or perform other blatant acts of disregard. Good dates, we’re told, pay rapt attention, maintain consistent (but not creepy) eye contact, ignore distractions, and communicate their total fascination with and enjoyment of the conversation.
We’re naturally flattered when someone finds us interesting and genuinely wants to know more. And when we send out that new marketing campaign, of course we’re delighted when the requests for more info come in. But if you’re getting nothing but nothing, it’s time to ask yourself — what about your partner in this conversation? Have you been a “good date” for your reader?
When we view marketing, most of us don’t particularly like to be talked to. We want to enter into a kind of dialogue. We want to be asked how we feel.
“Are you tired of that thing that really irritates you?” Why, yes I am, thank you for asking.
“Wouldn’t you love an easy, affordable solution?” Well, sure.
“Did you know that Whiz-O can solve your problem and give you a better lifestyle for much less than the other brand?” REALLY? Tell me more.
“If you’d like more information, let us know and we’ll be glad to talk to you about it.” You want to talk to me? Wow, what a nice company. I wouldn’t mind seeing them again….
Is it silly to equate dating with marketing? I don’t think so. Good marketing creates a relationship between buyer and seller based on trust, respect, and emotional satisfaction. Anyway, we market ourselves to each other every day — not in a manner that would get us thrown in jail by the vice squad, hopefully, but in the sense that we strive to look and behave a certain way so that people will want to be around us and listen to what we have to say.
So, Happy Valentine’s Day, marketers, and good luck in wooing your audience. Don’t do anything I wouldn’t do.
