Marketing is like dating. You simply don’t dress up, go out and shout at people to marry you. There are very few cheap, quick thrills that lead to lasting relationships. Marketing is the art of seduction. Your job is to win someone over. Only then will you be given a chance to fulfil the promise. It takes time. It might take years. It takes multiple encounters. The audience needs to think about you, evaluate you and show interest in you.
Absolutely none of this happens on the first date.
We’re all emotional creatures—no matter how highly we prize logic and rational thought. Our emotional psychology drives who we are and what we do. It drives what appeals to us, what attracts us, what we desire and who we dream of being.
As a marketer, your job is to ‘sell the dream’ of what your product or service is going to do for the customer. They’re not interested in your strategies or priorities. They’re interested in how you make them feel—and what their future will look like if they choose to spend it with you.
Selling the dream takes time, consistency and humility. It takes charm, delicacy and sweetness. It takes a lot more than urgent calls to action.
Start winning your audience over with the best quality content. No one is a cheap date.