Last week, I introduced the subject of marketing using Romance and Comedy. I wrote, “My [marketing] style is wedded to romance and laughter.” Romance, I hope you have noticed, is more often intentional than accidental. The movies make romance, comedy and opportunity appear as mere happenstance, but leaders of all types know that the most desirable things must be planned and prepared for.
My father and mother will be celebrating 64 years of marriage in August. Asking him the reason for his success, he always goes back to the time he made a list of what he wanted in a partner. He was very clear about the qualities that would make her perfect for him.
This is where we are going to start our comparison of Romance with Effective Marketing. My dad’s plan was not to find a woman to romance, i.e, a client with money to spend. He first needed to figure out the kind of woman that would:
- Match his quirks and interests so they would work well together;
- Have qualities that would be attractive to him, and
- Have skills he lacked but valued in others.
Once he found her, he knew there would be harmony and love with no reason to stray or give up.
What kind of people are your ideal partners/ clients/ customers/ patients? Have you written down the specific ways they
A. Match your quirks and interests?
B. Are attractive to your business or style of business?
C. Offer skills you lack but admire in them?
Without “The List,” your likelihood of finding ideal clients is slimmer than a hair in a haystack. I believe that my father was not just looking for a partner that would suit his needs, but a partner that would make him a better person.
Our ideal clients offer that to our business. That ideal isn’t just about getting loyal clients that buy our products and services and love to refer others; ideal clients make our business more than it could be all by itself. Their input is more precious than the money exchanged. This is love, mutual support and longevity. Romance starts with “The List.” That is where all success begins.
I encourage you to get out that list and restart in earnest finding your ideal clients to romance. The steps in romancing will begin in the next installment, next week.
Romantic Comedy Marketing is copyright 2009 by Rich Guy Miller
