There is a disturbing trend in both consumer and B2B marketing: Marketers do not love the people they are marketing to. Behind closed doors, many marketers don’t like or even respect them.
In turn, consumers and B2B buyers have come to dislike marketing. They see email, direct mail, promoted Tweets, Facebook ads, banners and TV ads clamoring for their attention and cluttering their lives without adding any value.
When you look at what passes for marketing, it is no wonder. Many marketers are talking incessantly about themselves with claims so disconnected from reality they make fishing tales sound like true stories.
This trend will eventually destroy your business. Your potential customers will live on without you, but you cannot exist without them.
Show Your Love
You want them to love you, to recommend you, to stick with you even when it gets tough. If you want that from them, you need to start loving them first.
Saying “We Love Our Customers” isn’t nearly enough. If you don’t believe me, ask your spouse.
You need to start showing your customers, prospects and potential prospects you love them every day. How do you show them you love them? You show your love by the sacrifices you make.
Sacrifice Must Be Seen Through Their Eyes
When I sacrifice relaxed time and instead get up and do dishes, my wife sees me doing just a little bit of what I should. I may see a sacrifice in my action, she certainly does not.
Similarly, your audience needs to see your action as a sacrifice, not just part of what you should be doing. You must be making sacrifices that go above and beyond expectations.
One of my favorite examples is this story shared by Stan Phelps (@9inchmarketing) about Hertz. If you want more, Stan has actually published an entire book of examples: What’s Your Purple Goldfish? How to Win Customers and Influence Word of Mouth
What sacrifices do you make for your audience? Or are you hoping they will love you first?
So this Valentine’s Day and every day of the year, how will you show the people you are marketing to that you love them? Let me know in the comments below or on Twitter (@wittlake).