Engage potential customers, don’t ignore them!
Have you ever met someone and liked them but figured they didn’t like you? This happens in the dating world all the time, right? But marketers do this without meaning to, telling prospects “We don’t want you” with their words, even though what they really want is to turn them into customers…
Last summer at a party I did not plan on attending, I met someone who gave every indication of not being interested. I hadn’t even planned on attending this party. Worse, I wasn’t even invited. I was supposed to be somewhere else, as I drove home from the barn where I boarded my horse, dusty and sweaty. But my cell phone rang with the persuading voice of a friend promising this party would cheer me up and there would be single men. For the record, that night single men were the reason for my glum mood, so that wasn’t enticing, but the cheerful note in my friend’s voice assured me this would take my mind off my troubles.
I arrived at the party, not knowing a soul but the one friend, and not getting any help from him as he flirted his way through the female portion of the crowd. That was okay, I kind of wanted to keep to myself anyway. But there was one guy I thought cute, and as the night wore on, I engineered myself to be sitting by the fire pit with him when no one else was around. Well, that didn’t matter. His body language, his obvious unwillingness to engage in conversation, the fact that he never asked me a thing but only curtly answered the questions I tossed out there all told me “not interested.” No problem! I climbed in the hot tub with a bunch of strangers and didn’t’ think anything of it.
The irony is, later this guy asked my one friend about me, and ended up calling me and asking me out on a date. When I asked him about that night, and told him I thought he was cold as ice and didn’t give any indication at all that he liked me, he said, “That was me being interested.” Like I’m supposed to figure that out!
But, people. Marketers do this all the time. We sit across the fire pit, at a party, under the influence of alcohol in a fun, Friday evening environment…and turn people off. We do! Our words do! Our words can be horribly narcissistic and make the prospect think all we’re really saying is “go away.”
That’s why your copywriting and message are so critical! When someone lands at your Web site, or gets your email, or pulls your direct mail out of the mailbox, or even checks out your Facebook page, your message needs to speak to them, tell them you want them, tell them you are interested in them as a customer.
Plenty of businesses make the mistake of the guy at the party. They don’t talk my talk, they don’t give any indication they are interested in ME, they simply fold their arms and lean back. Then they complain about prospects (i.e. women) and never look at what they’re doing to cause the disconnect.
Be engaging, marketers. Make sure your copywriting engages, that it talks to your potential customer, not at her. That it tells her, “I’m interested, I really am interested.”