It comes with emotion and with interaction. There are no two ways about it, especially when our certainties start to vacillate, we go back to meaning as in what resonates with us at an emotional level. We want to rediscover what lights us up and how we can keep others interested in and engaged with us.
It's human to want to rediscover what the new normal is. As far as I can remember, there have been some conversations that had the most extraordinary impact in my life. Mentors and teachers who have given time and advice freely. We connect with others so that we can reconnect with ourselves.
Tell me the truth - is that what you think about when you create marketing opportunities? Do you think about helping others connect with their peers so that they can also reconnect with their selves? It would go a long way in helping people discover if they should be connecting with you.
It beats the alternative... we are becoming very astute at avoiding marketing messages. I get a laugh every time I say it, but it's true - we're made of Teflon when it comes to stuff that comes at us.
Yet, we still want help, information, we're open to tips, we look for things that connect with us like hope and love. And we watch what our friends do. We always did, now we have more ways to do so.
This may be a moment when more are shouting. When people, in the enthusiasm and energy of the newness of all this connecting and talking, need to relearn when to keep their mouth shut. Tammy Erickson writes it eloquently at Harvard Business Publishing blog.
Think back at those situations when you know you've said too much. Apply that knowledge and learning to the treatment you reserve for your customers and prospects. What would that look like? What do you pay attention to? What lights you up?
Chances are it's stories that are relevant and touch you personally. "This is me," you think. And you are genuine in that. It takes a great deal of emotional intelligence to develop such a fine ear and eye - for a marketer to be able to know what you're listening for. This is the art part.
There is a science piece, too. It's expressed mostly in having maturity about timing and attention. Measuring your words on the balance sheet of your customers' patience and their needs, which can be all too real today. Fewer resources, more to do. When can you do more with less?
- Simplify - don't ask your customers to decipher your acronyms, your jargon, the proprietary term, use economy of words, and use economy in your thinking. Say it better.
- Make is easier - to deal with you, to contact you however it's more convenient for them. With social media, you may seek to have a presence where you customers are.
- Get to the point - in marketing speak we call it offer. Make it compelling. And don't ask your customers to jump through hoops - make it real.
I'm sure you can think of more instances. Customers and communities have changed how you should approach marketing, public relations, and communications. You can and need to build value in this new environment.
On June 2, I will join colleagues from Razorfish, Fanscape, and TheHappyCorpGlobal at Mediabistro Circus to talk about what it means to be in the age of the customers. This is a time not unlike The Renaissance, where marketing needs to reinvent itself. Do we need more art with all that science?
Join the conversation on June 2 & 3 at Mediabistro Circus for as low as $245 until May 13. Use conference code: MBCSPEAKER for a 15% discount.
From the site:
Mediabistro Circus: Extraordinary Impact explores the convergence of digital and traditional media, why it matters, and how it affects the work you do. It’s two days of inspired programming designed to bring together hundreds of top-level professionals from across the media disciplines.
[image by Michele Catania]