The eyes are the windows to love, not windows that only poets peer through. It begins at birth with the look of our mother and later can be experienced in other ways when our eyes are attracted to the gaze of a flirt, friend or lover.
I’d like to share a secret with you about romancing and marketing. It is powerful and should be used only by those with high moral principles. It is one of those things that is so simple that we could easily doubt its effectiveness. It communicates confidence, vulnerability, trust and intense interest in the other, as it draws them under our influence. It is just this: a loving look, the eye-link.
I suggest you look into books or online for specifics of loving eye language. There are many theories, studies and even warnings of excessive eye contact. But you know what I mean when I talk about that look we get across the room that communicates interest or a desire to meet, or the wordless look between new lovers, or the look of longing waiting for a response.
We know that in one-on-one sales presentations, the ability to look into the prospect’s eyes radiates confidence and in a presentation to a group, a look into the eyes of each listener is a thank you, a powerful suggestion to continue listening as it opens the lines of communication.
But marketing is not always one-on-one. Often it is through a brochure, an advertisement, a direct mail letter or a website. How can that situation be a loving eye-link, a meaningful connection that creates desire for more?
Think of a love letter. Or think of a letter from home. Or a long distance family phone call. A well-received love letter or phone call is not just words. Those words create pictures in our minds of connecting…because the writer or caller knew us well enough to say things that concerned us. It was a way of looking into our eyes and our hearts.
Often we struggle when creating a website, an ad or promotional letter because we are trying to reach too many people. We want to say something that is interesting to all readers. In other words, we want to be more of a circus barker (Come One, Come All and See the Wonders Hidden Inside!) rather than the lover (Dearest, I have something I have been yearning to tell you, but I know the pressure you have been under lately…)
To use the principles of Romantic Comedy Marketing, get a clear idea of whom you are addressing. Remember “The List?” Put your arms around that and speak to him or her. You already know them from your research on your ideal clients. That is the person you write to.
You speak to
- The issues that bother them;
- About what keeps them from seeing you regularly;
- The ways can you add joy and pleasure to their lives;
- What they want more than anything else that your service or product offers;
- What can you save your beloved;
- How this partnership adds more to their life.
This look into their needs, wants and their very thoughts is what separates you from the other suitors, those that just take their time with their small offers of 10% off, those that have no commitment to their quality of life. It is this look that makes them devoted to you and inspired to write glowing testimonials and make allowances for your human failings. This is the look of love you would love to receive yourself, but you will first offer it to your chosen “one.”
Romantic Comedy Marketing is copyright 2009 by Rich Guy Miller
