Marketing to, aswell as from, the heart
Where does marketing 'stand'?
So where does marketing fit in the grand scheme of things, particularly when it comes to branding and advertising?
You'll read numerous definitions, and there will inevitably be some overlap. But for me, there is a definitive split:
Branding is about getting into people's brains.
Marketing is about getting into their hearts.
Advertising is about getting into their wallets.
We can spend a lot of time on the visuals – logos, websites, business cards, photography etc. And, of course, these things are important.
That's the getting into people's minds bit.
We also put a huge amount of effort into encouraging people to part with their money. Again, hugely important. But the middle bit is often overlooked.
How are we making people feel?
No matter what line of work we're in, we are all evoking an emotion. It might be relief. Pride. A boost to someone's self-confidence. Rebuilding their self-esteem. Overcoming a negative experience. Giving someone more time. Making someone feel that they can finally move forward.
We're all doing something for somebody.
Take accountants. We might think about how they balance the books, free up assets in our businesses and manage our finances. But they're actually doing so much more.
They're giving us a sense of relief because they're carrying out tasks that we either can't do ourselves or simply don't have the time to do. They're freeing up our time so we're able to get on with the jobs, projects and work that we actually want to do. And, hopefully, they're giving us the confidence that everything is being done properly – quite literally, by the book.
Photographers. I don't want to just pay a photographer to get trigger-happy with a camera for a couple of hours. I want them to capture a moment. Or enhance my brand and image. Or make my business look more professional so I can attract more clients, grow my business and ultimately achieve my ambitions.
Cleaners. I don't want someone to come to my apartment just to do a bit of hoovering. I want to be able to go to work without thinking: "Great. I'm going to have to get home, clean the flat, when all I really want to do is chill, cook, walk the dog or go for a beer." Not so long ago, I saw a cleaning company whose slogan was: "Giving you one less thing to worry about." Nailed it.
Barbers. Yes, I want a decent haircut. And yes, I'll probably have a chat about football. But ultimately, I want to walk out feeling confident. I want to know I look my best. I want that little boost to my self-esteem.
Therapists. It's not simply about having a chat. It's about overcoming something that may have been holding me back in my life.
The list goes on.
No matter what our skill set, profession or business, we are all making people – whether individual consumers or business owners – feel something. And I think that emotion gets lost far too often in marketing, particularly on social media. We're so focused on what we want to say, what we want to sell and what we want people to do that we forget to ask:
How do I want this person to feel?
Because if we can connect with that emotion, we have a much better chance of getting to the third part of our little marketing trinity. Their wallet.
Jeff Bezos has expressed a similar idea when talking about customers not wanting electricity itself, but wanting the light it provides. That's the point. People don't necessarily buy the thing you sell. They buy what that thing does for them.
So next time you're planning that social media post, writing that blog or designing that leaflet, don't just think about what you want to say. Think about the person reading it.
What are they feeling now? And, more importantly, how do you want them to feel when they buy from or hire you? That's where the real marketing starts.
If you'd like to explore how you can bring more emotion into your marketing, you can find out more about my Marketing Reviews for small business below:
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