In my last post on Pendulum and business we looked at how seducing your audience with pull marketing involves deliberately enticing them to take a certain action by appealing to the senses. Here we’ll look at how customers want who you are and what you stand for, imperfections, shortcomings and all.
When communicating with your audience, you’ll get better results if, like the Russian physiologist Ivan Pavlov did with his dogs, you address their most burning desire. The most important component of building intimate relationships with your audience and becoming the expert it knows, likes and trusts is anchoring your message to the things your audience cares about. Ivan Pavlov used meat paste because he was targeting dogs, and dogs care about meat.
You’ll want to tempt your audience with something savory in terms of how you present your message. There are three ways you can more effectively engage in conversation with your audience:
Keep it real. People don’t want fake and phony in today’s WE Cycle, regardless of how pretty the outside packaging may be. Be open and transparent in your business and your message. Be consistent in your messaging and your presence. Let your audience know you’re a real person, not a faceless corporation.
Keep it raw. Don’t be afraid to push the envelope in your messaging and ruffle a few feathers. Get clear on your values. Figure out what you stand for and what you stand against. Use this to help you to stay in alignment with the heart of your message.
Keep it relevant. Before writing a blog post, creating a product or making a phone call, ask yourself, “Why does my audience care? What’s in this for them?” Meet your audience where it is, speak to its interests and needs and give it a real, practical solution to making the audience’s lives better. Remember, it’s not about you. Even when you’re sharing your own personal story it’s about them. Always tie your message back to your audience and its needs.
Remember, building an intimate relationship is a delicate process. Focus on meeting your customers where they are and filling their needs with your products or services. Do that by addressing their values—the values of a WE Cycle. Build a community where your customers can gather, connect and work to make a difference in the world.
In our next post on this subject, next week, we’ll look at how you should take your time and not skip a step to attract customers.[rps]