"What are most songs about?" A question on a Sunday morning during a children's TV program. My friend still proudly recalls how she, as a child, could answer it correctly: love.
Why do so many songwriters turn to love in their lyrics? Because it's universal; everyone has experienced falling head over heels in love. Sometimes it's so intense that you want to shout it from the rooftops. Other times, it's heart-wrenching, the kind you want to forget but can't get out of your head. Songwriters capture that in their words.
It's relatable - you can identify with it. That's why explaining marketing with a love metaphor is not only easy, but it also aligns with the goal of a successful strategy: learning to speak the language of your customer.
Do you want to go on a date?
"Marketing is the equivalent of asking someone on a date.
Branding is the reason they say yes."
- Ren Jones
Yes, marketing is a bit like dating.
Your innovative idea has taken shape, and your product or service is now a reality. Now you have to market it. Essentially, you're putting yourself on display, letting people know that your product or service exists and is available.
Similarly, by signalling that you're interested in dating, you're also putting yourself out there.
Thanks to digitalisation, it's a bit easier for entrepreneurs and singles in the 21st century. A social media profile or an online dating profile—how much difference is there, really? In both cases, you aim to present your best side, hoping to spark interest.
Hooray, a match! Whether it's a heart on Instagram or Tinder, the message is the same: the person viewing your profile likes what they see.
Now, what should you type? How do you keep that interest alive? Quick, check the profile details and build on that. Find common interests to keep the conversation going.
On a dating app, this can lead to long, interactive conversations. But on social media, it's also a form of conversation.
Each post you make is essentially saying: "We have things in common. I understand you, I want to help, and I want to solve your problem." How? Well, my product or service is the perfect solution for your needs. Just like in the dating world, you want to show you're the perfect match.
Then, Quietly Hope for a Response
Will you get a reply? Do you have a match? Will they agree to meet for a date? And as an entrepreneur, you look forward to that email confirming a purchase or an approval of your proposal.
Marketing can be challenging, but if you approach it with the right mindset, like dating, it can also be exciting. Every interaction is a chance to create a connection and move one step closer to a successful outcome.
Does this sound familiar?
Well, this metaphor carries one clear message: focus on what your customer wants (or wants to hear). Think about their interests, learn more about them, and show that you care. When you do this, watch the magic happen!
Big Side Note. This beautiful comparison only holds true if, as an entrepreneur, you pour your heart and soul into your business.
Just as you can quickly spot the liars and cheaters in online dating, as an entrepreneur, you won't be able to build a meaningful and lasting relationship with your customers if it's based on lies and half-truths.
Be Authentic. Otherwise, your customer relationship will be short-lived. So, always aim for authenticity—it's the foundation of a strong and lasting bond with your audience.
A love letter to you
Having trouble expressing your love? Go old school and write a heartfelt love letter. Put your feelings into words. Write down why you can't wait to help your customers every day.
Need inspiration? Let me help you with my love letter to you*.
Dear entrepreneur (or passionpreneur),
Thank you for taking the time to read this blog.
I remember when you struggled to reach the right customers. As I saw you working through that, countless creative ideas came to me. I realized that I could help you understand your customers and discover what they truly need. Plus, I could help you learn to speak their language.
I know you want to help your customers as best as you can and share your passion with them. I also know how challenging it can be to find topics to write about on social media, or how tough it is to translate your heart and soul into your marketing.
Why do I understand this?
Well, I work daily with passionpreneurs who face similar challenges. Your marketing frustrations are why I started Just Jane.
Here's How it Works:
Once you know what your customer really wants to hear and you understand them, you can build a connection. This makes marketing a lot easier. When you create that click and build trust with your customer, selling becomes much simpler. Helping passionpreneurs like you in this way is why I enjoy my work every day.
Looking for marketing insights and motivation?
Would you like to take control of your marketing and make it more effective? I highly recommend my marketing program. Feel free to check this page for more information.
Best regards,
Jantien
* Inspired by 'Marketing, a love story.' - Bernadette Jiwa
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