Depending which studio you were working out of and, always depending on the commercial client, numerous discussions and debates have ensued as to whether the marketing and advertising campaign should be structured strictly in accordance with commercial or business lines or delve more into the personal in order to relate on an intimate level with the target market. But in the past, companies have made the compelling mistake of taking the attitude that they would be lowering their standards by becoming more accommodating in terms of putting their would-be customers at ease.
They ignored or misunderstood one of the oldest tricks in the door to door salesman’s briefcase. After a polite knock on the customer’s door, greetings – all polite – follow. It is usually with the opening and ‘kindhearted’ icebreaker, say; my, my what a wet day we are having. Or; what a really swell but hot day this is turning out to be. Instead of the customer impatiently wishing the erstwhile salesman to come right to the point (or politely close the door on him), the welcome mat is rolled out.
And after the icebreakers have melted away, the subject matter proposal is made. You do need this umbrella. Or, you definitely need this sunscreen. And of course, if the salesman was that good, he knew his product well and accordingly explained how it worked. And gave further motivation as to why it should be bought. A done deal, at the end of the day. But, fair enough, it’s not quite how it works today. This article is happily able to counter the rising cynicism among many men and women today, whether they be on the side of the purveyor of goods, or the consumer. Work is easy now that you have more cheerful social media platforms to fall back on. And as it turns out, market research has revealed that folks wouldn’t mind things being a little more personal and emotive. Not only does it help break the ice but the lonely hearts club band is in full swing (this being the case as people these days wouldn’t readily admit that they are feeling lonesome).
Otherwise, why would they be on Instagram or WhatsApp in the first place? The free likes on Instagram are indicative of positive results. Positive things happen to positive people. A cliché. Hardly, especially considering today’s cynical times. It is good and heartwarming to know that there is someone out there who has got your back today. And you do the same. You say nice things about other people, be prepared to do this, even though you are busily and ‘seriously’ (seriously?!) explaining your business away, and you’ll be amazed.
You’ll be amazed at just how much people start to like you. Oh, the likes are all good and well, of course, but they do help to promote your business. and in among the crowd are those genuine folks who’ll end up buying something from you.