One of the most common marketing and sales analogies you hear is “you can’t marry someone on the first date.”
This means that you don’t go from strangers to a lifetime commitment within a few minutes.
I agree that it’s true.
Sort of.
Sales and marketing are successful when there is trust, and a sense of connection to the product, service and brand. When there is a definite need or desire that is being filled, and that the buyer sees the value, then they buy.
I believe there is a misconception in the marketing world that finding potential buyers is like dating. I think this way of thinking is flawed and causes a lot of problems.
This is because unlike in dating, the door doesn’t slam shut on most marketing opportunities.
Think about it: if you are interested in dating someone, most of the time you will take one date (or maybe a few dates) to form an opinion of them. If you find them healthy, desirable and they seem to be a good match for your lifestyle, then you will pursue the relationship. If they do not meet these criteria, you aren’t likely to keep going back to them. The door closes, and you look elsewhere.
In marketing, however, this is not the case. In marketing, you aren’t really even interested in the service or brand, but it slowly builds up value in your mind. This can be through advertising offers, social proof, or brand and cultural connection.
But even though you aren’t interested in a product or service right now, you don’t really slam the door. You are still open to the possibility of it, and keep an eye on what is available.
I believe this is how most products are sold today. If you look at new categories of products, such as an Apple watch or an Amazon Echo, they slowly build in sales over time.
People aren’t really interested in them when they first appear. In fact, they may say they ‘aren’t interested.’ But over time, as the marketing continues, they become more interested. The door opens a little more.
A ‘no’ in dating is (usually) a no forever.
A ‘no’ in marketing is just a no for right now.
This is important to remember as you are building a brand and creating content. You can’t get married on the first date, but at the same time, it’s not completely over if someone isn’t interested immediately.
Content marketing takes time to grow the value in the minds of your prospects. The better you are at building value, and creating a strong brand culture, the more long-term commitments you will get.