“Bring the best of your authentic self to every opportunity.”
~ John Jantsch, Author of Duct Tape Marketing
An evening meeting with a professional colleague (let’s call her Susan) turned a little punchy last week. We were talking about our business marketing strategy … which led to an economics discussion on supply and demand … which seamlessly (!?!?) segued into a discussion about her dating life … or lack thereof (What can I say? We are two women and that’s where our stream of consciousness took us!). We naturally circled back to where we started with our marketing strategy discussion only this time we focused on her “marketing strategy” as it applied to her “business” of finding a date/relationship.
The ultimate question we tried to answer is this: How can you leverage some very basic marketing principles to improve your chances of reaching your intended audience? (And by “intended audience” I mean the date/relationship of your dreams!).
Here are five “Marketing 101” concepts. How are you applying these? Successfully? Or, are you failing miserably? This might be something to think about …
1. Determine precisely what you have to offer to the marketplace, how your product or service is different from what others are offering, and, most importantly, why anyone should care!
Know yourself. Be confident in what you have to offer. Don’t try to be someone else. Authenticity always wins. Identify what you uniquely can bring to a relationship, and then leverage those things. Susan felt so beaten down and dejected after a series of bad first dates that she needed to stop and really take stock of how wonderful she really is … and comprehend what sets her apart from so many others in the dating scene. She needed to take stock, gain focus, and maintain clarity. Are you comfortable and confident with who you are?
2. Think about what the customer is buying instead of what you are selling, and you can generate very profitable results.
Focus on what a potential date might be looking for, and then authentically leverage this. The key here is “authentically.” In this case, we are assuming that Susan’s dates are “buying” a great conversation, some laughter, a good connection. Focus on achieving those objectives, and less on “selling” yourself. In fact, Susan rolled her eyes as she told me about a date from the previous Friday night where the guy had been trying so hard to tell her on what a great catch he was that she left feeling his desperation. Trying too hard isn’t appealing. Do you know what your ideal date is looking for?
3. The only time the customer is ever interested is when you tell him/her how the product will improve his/her life.
Building on point #2, this is not a “desperate” sell, but rather a “leave your date wanting more” opportunity. As I left my first date with my husband, I knew my life would be improved by having more of the amazing conversations we had, more of the way he made me feel so comfortable, and more of how he made me laugh (he was trying to demonstrate a story and had this great way of using the silverware at the table as his props – I’ve never forgotten it!). How will you improve someone’s life?
4. Specifically identify your key buyer target description and ask yourself whether your promotion strategy is reaching the right market.
Are you putting yourself out there in situations where you might meet the kind of person you actually want to date? There is no use marketing yourself to people who do not fit your target “buyer.” Susan is an incredibly health conscious woman. She met a guy at a bar, and they went on a date the following weekend. She realized that he reeked of smoke – not from the bar scene, but because he was a chain smoker. Total deal breaker for her! She clearly wasn’t reaching her right market at the bar, but we did talk about how she could join the Saturday morning cycling club and that she might meet some new friends who enjoyed a similar passion for cycling. Have you identified your target buyer?
5. Explore whether any research and development investments need to be made.
Perhaps this is investing in an online dating membership or signing up for that gardening class that interests you at the local community college. Perhaps this is buying a bike and joining Susan at the Saturday morning cycling group. Investing in your personal development could be anything from learning a new skill (e.g., taking dance lessons) to taking better care of yourself (investing in a new hair cut or updating your wardrobe!). Where do you need to be making an investment?
Most importantly …
“Don’t be afraid to get creative and experiment with your marketing.”
~ Mike Volpe, Chief Marketing Office, Hubspot
If what you have been doing isn’t working, or isn’t working the way you want it to, perhaps it’s time to switch things up!
About the Author:
Author Monique A. Honaman wrote “The High Road Has Less Traffic: honest advice on the path through love and divorce” (2010) in response to a need for a book that provided honest, real, and raw advice about how to survive and thrive through one of life’s toughest journeys, and “The High Road Has Less Traffic … and a better view” (2013) to provide perspectives on love, marriage, divorce and everything in between. The books are available on Amazon.com. Learn more at www.HighRoadLessTraffic.com.