Market Restaurant, Annesquam, MA
The details do the talking.
One of the most powerful things one can do to sell anything, or even to persuade anyone about anything, is to demonstrate. It’s an easily overlooked attribute to marketing because it requires thought, sincerity and is (almost) always more work than slapping a logo on a promotion, or adding exclamation points for emphasis.
It can actually mean less – not more.
It could mean asking the right questions (and listening to the answers.)
Or even sharing best practices as a means of building trust.
None of us likes to be sold to.
Yet, we all enjoy buying into things that speak to us.
Rather than plaster her image on bus stops, a savvy real estate agent differentiates herself with memorable touch points… a thoughtful business card, a tasteful open house sign, and something other than stale supermarket cookies.
A facialist sells by teaching technique, recommending beautification strategies or sharing how to choose a qualified technician. We want her because she doesn’t seem to want anything from us in a business where everyone’s chasing you with a needle.
Taken further, the person who really wants everyone to meditate or take the self-help course, will get everyone interested by being different, not telling us how much we should do it.
In my world, either as a hired creative or as part of a larger agency, we ‘tell’ future clients who we are by the questions we ask and the conversations we start. It is rarely about showing them what we do or how we do it – they can see that with a quick Google search. We need to demonstrate what it might be like to work with us. And how better to do that than to get to know who they are and what they care about? And while it’s not an intentional marketing tactic, it also isn’t pitching in the traditional sense. It is sincere and the right clients remember (and subscribe to it.)
Sure, there are countless outlets for you to pontificate, elaborate, articulate and otherwise proliferate your marketing efforts (thanks for letting me do that.)
But, none will be as effective in attracting the right audience as demonstrating – embodying your message in ways that are seen and felt.
It comes down to this… no one ever wants to be convinced to enroll themselves into anything – products, people, ideas – benevolent cults included.
Be the thing you want us to know. Make choices that reflect rather than project. It’s more of a whisper than a shout.