Businesses place a lot of importance on building love for their brand. But love is special. It doesn’t happen overnight. And, as The Supremes sang, you can’t hurry it. So, how to build this love? When you think about it, it’s the intangibles that encourage fuzzy feelings of loyalty. Think of the type of personality you enjoy being around most. Most likely it’s someone who listens, laughs at your jokes, and teaches you new things rather than the one who boasts, interrupts, and talks only of themselves. The same applies to your brand. Books like Jay Baer’s Youtility: Why Smart Marketing Is About Help Not Hype are illuminating simple truths about the qualities that bring all the buyers to the yard.
Don’t Be Pushy
If you can think of one person you know who enjoys the “hard sell”, then disregard this first tip (at your own risk.) Sure, you’re enthused about your product and want to get others excited, too. But be mindful of sending emails with subject lines like “YOU HAVE TO SEE THIS” or other hyperbolic, click-bait reminiscent lingo. Your customers are bombarded with this kind of rhetoric all day. Let your business be a vacation from the rush-hour commute.
Act Like a Consumer Rather than a Provider
Tunnel vision isn’t an asset when it comes to getting what we want. Consider a nervous, auditioning actor who, asked not to exceed 2 minutes, feels so adamant they’re right for the part, performs 3 minutes instead. That actor could be as talented as DeNiro, but the fact that they didn’t listen, didn’t respect the casting director’s time, and made it all about them, makes them come across charm-free. You must put yourself in the position of your consumer. What do they need and want? They will appreciate you respecting their time and be much more likely to fall in love with your brand.
Brainstorm Every Question You’ve Ever Been Asked
You’re presumably an expert in your field (or working toward becoming that.) Build up your confidence, and your marketing materials (more on that in a moment) by making a list of every question you can think of that you’ve been asked as a provider. Have a conversation with someone you know (a friend, not a client) and ask them to ask you questions about what your business does, and write their questions down.
Create A Blog to Inform, Rather than Promote
Now that you have your questions (frequently or infrequently asked), hire a writer or write a blog yourself (if you have the time and capability) answering those questions. Let each question be a blog topic, and expound on the answer with the sole intention of informing the consumer. Do not use the posts as a platform to “promote”. Amazingly, you’ll find that your unselfish sharing of information begins to drive traffic to your website. You’ll begin to show up in Google searches, generate new leads, and create the perception of your leadership and expertise. As the kids say, you won’t appear “thirsty”, but rather like the one with the milkshake. All because your motivation was to inform and help.
Keep Your Distribution Channels Just Busy Enough
Once you have enough material to launch your blog, schedule their release once a week. You don’t want to bombard your customers with too much material, but you don’t want to press the snooze too long, either. The same goes for your social media. You wouldn’t want a friend or romantic prospect to call too much. But you don’t want them “ghosting”, either. You want to know they care, that they have your back, while maintaining a life of their own (and respecting yours.) Use this calibration when planning your touches. Direct mail is a wonderful way to supplement your online activity. Time and again, research supports the efficacy of the tangible, personal touch in modern marketing (See our article about the benefits of sending a Thanksgiving card.)
All of these tactics promote a nuanced, come-hither appeal for your business. They read as helpful, thoughtful, and informative, but the results will show themselves in the continued health of your bottom line. Much like when you consider people you’d like to invite to a party, your customers will think of you along their sales journey, and make sure your business is on their list.