People Don't Care How Much You Know, Until They Know How MUCH You Care.
"People don't care how much you know, until they know how much you care." Teddy Roosevelt
I think this is a truism in all aspects of life. And that includes marketing.
On a personal level... we've probably all encountered people who just want an audience. And it doesn't matter to them whether said audience is interested in what they're saying or not.
These kind of talkers forget (if they ever knew) that the people they're talking 'at' will feel like they could be anyone — doesn't matter, as long as they have ears.
So, trying to impress people with how much you know, without first demonstrating that you CARE about them is beyond off-putting... personally and professionally.
See if you can 'feel' the difference in these two marketing examples?
Ex #1: Campaign to get people to enter to win an overnight stay in a new resort. People entered to win without a questionnaire and received this email.
Congratulations! Today's your lucky day because you've been entered to WIN a fabulous trip for 2 at our luxurious beach-side resort in Key West, Florida. All you have to do is pay for your flights... and your two-day, one-night stay at our new resort hotel is on us!
The drawing will be held on (date), and we'll be notifying the lucky winner by phone and email.
Ex #2: Campaign that asked people if they'd help evaluate a new resort. (Interested people responded to a questionnaire and those chosen received this email.)
Hi John! We're so happy to hear that you're interested in helping us evaluate our brand new resort in Key West, Florida. We highly value your opinion, so we'd like to offer you a two-day/one-night stay (with dinner) for two people at our brand new beach-side resort in Key West.
We do have one favor to ask of you. Would you be willing to give us a sincere and honest review of your experience, at the end of your stay?
Which approach leaves you feeling valued?
I haven't developed the campaigns, of course, but maybe you can 'infer' from what little information I provided that the #2 example would convey that we genuinely value the people, who are going to help us evaluate our new resort...
starting with using their first name!
No more hoops to jump through, and it doesn't sound like a used-car-salesman, like #1, right?
We all like to feel valued in our interactions with others, and so do the people we're marketing to.
I you need help with marketing messages that will show you care, I'd love to help with that. Just give me a call at 202.494.2465.
Yours, in #MeaningfulMarketingMessages,
Carolyn
#Go4MoreIn24