Your Brand as a Party Guest
Friday, October 21, 2011 at 12:02PM Have you ever been at a party and found yourself stuck talking with that guy who just goes on endlessly about himself? Everything he has ever done, every opinion he has and aspect of his life is hurled toward you at breakneck speed. When you do have a chance to finally interject your own thought or comment, he has the uncanny ability to use this to talk even more about himself.
This isn't a conversation, it's just one way dialogue. He has not engaged you one bit or learned a single thing about you. He believes he is earning your respect and friendship by impressing you with his accomplishments. In reality, you just want to exit this situation the first chance you get. We've all met this guy.
Well, this concept is applicable to your brand and marketing communications. Be a conversationalist, not a talker. Engage your audience. Tell them a little about yourself but then figure out what they like, what they want and make sure you speak with them from that point of view. Acknowledge their needs, wishes and challenges. They will think "that brand really gets me. They pay attention and listen. They are going to make my life easier or better and I'm going to do business with them".
This 'party guy' concept can also applied to brands who are:
• The yellers (they use oversized logos, unneeded exclamation points etc.),
• The pushy ones (overly aggressive emailers, social media abusers)
• The poorly dressed and groomed (poorly written and designed materials)
Most people want to surround themselves with people (and brands) who are enjoyable to speak with and pleasant to be around. Now, go be that brand.
Brand
Reader Comments (14)
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