Romance and Comedy were traditional entertainments before William Shakespeare rolled into Olde London. There is something irresistible and deeply satisfying about love and laughter that defies our determination to resist. I propose that using the strengths of romance and comedy in marketing is pure genius.
Last week I wrote about making “The List” of desirable clients as if they were to be our life long companions. This week, we will spread the love and joy by attending to grooming.
First, let’s turn the table, so essential in target marketing, and ask “What does my next partner want from me and my business? You know, it doesn’t make any difference how beautiful or romantic we think we are. We must be beautiful, attractive and ready in our prospect’s eyes. For example, males of many species are known for their colorful feathers, plush fur, courting tunes or healthy body parts designed to attract females.
For humans, being attractive requires getting rid of negatives and any perceived ugliness. For example, our dating prospects go up when we get rid of dental flaws or chewed up fingernails. No desirable prospect looks forward to bringing a negative into their lives.
Take a look at your business from your potential partner’s viewpoint. What about your business is less than attractive if not repellent? For instance, do you market aggressively? Is your place or procedure sloppy? Is your website disorganized or hard to understand? Do you berate the competition? Are you looking old and out of touch with your client base? Is your staff ignorant or unprepared for clients? Grooming is essential.
Once the flaws are eliminated, we want to enhance the romance. For this, it is important to know what will attract that ideal partner. When I got back into dating a few years ago, I discovered that a man with a nice shoe collection impresses women. It makes him stand out. So, I bought new shoes…and women noticed!
In place of shoes or cologne, what clues show your courting interest to your business prospects? What brilliant feathers differentiate your business from others? What delights does your website promise if they will respond to your mating call? How will your strengths protect them or your vulnerabilities draw them in? Can you think of more romantic metaphors to attract your ideal prospect?
Now that I asked those questions of myself, I must do some website updates in anticipation of some good-looking prospects.
Romantic Comedy Marketing is copyright 2009 by Rich Guy Miller
