Why Marketing is just like Dating

Hi wonderful human,

One big breakup, many dating apps, jokes with my cofounder Andrew around his “conversion rates” and coffee with one of my sales team confirmed it: –

Marketing and sales are just like dating.

I mean it’s obvious when you think about it:

  • You have to maximise the number of enquiries, and to do this you need to widen the “funnel” 
  • It’s all about the conversion, how many can you take from initial meeting across the line!
  • Put yourself out there and you need be okay with rejection! You have to deal with the harsh reality you won’t be everyone’s cup of tea
  • First impressions are everything, they will make a decision in the first 8 seconds
  • Waiting awkwardly in a public place is a necessary evil
  • If the person comes with a recommendation from someone you know you are automatically more interested in them
  • Technology helps you reach new people, but it’s hard to stand out. How can you compete with Dave the weightlifting puppy loving business owner?!
  • You can move someone from lead into qualified lead by asking lots of open questions to determine if you’re a good fit
  • Honesty and transparency up front make for a lasting relationship. Authenticity is attractive.
  • Don’t just talk about yourself the whole time, listening is more important
  • Don’t get too excited after the first meeting, there is still a long way to go yet, and be careful with how many messages you send after encounter one. You don’t want to seem too keen.

This conversation captivated our whole team, we’ve had members of the marketing team revamping others dating profiles to get more clicks and our CTO came is recently saying ” I really hope this one converts into a warm lead!”

But in all seriousness what it really boils down to is human connection; whether it’s a customer you want to convert to a lifelong advocate, or a man you met on a date that you want to spend the rest of your life with. There isn’t too much fundamental differences.

The Test…

So, I decided to test something – the magic list – you know the one, a list of all the things you look for in your perfect partner, come on everyone’s created one at some point. I decided to write out my magic list removed certain things like blonde surfer with a six pack and stuck to traits, this is what I wrote; 

Someone who is a great Communicator

Someone I can trust and depend on

Someone not afraid to be vulnerable and authentic

Someone who makes me laugh

Someone who is romantic – who creates moments of thoughtfulness just like my Dad did for my Mom.

Someone who is adventurous and spontaneous

Someone who has an ambitious vison for their future and their place in the world

Someone with a kind and caring heart

Someone who respects who I am and isn’t afraid to say no to me

I then asked myself the question – what do I look for in a brand I love, one I’ll give my loyalty too – guess what, it’s pretty much the same!

Yet brands often do the opposite, they get scared to communicate when things go wrong and come out with it when they’ve messed up. They get complacent that with a good product or service people will just come back, they don’t always talk to people like a real human, they get serious all the time and they maximise results for shareholders and don’t care about the planet!

And we all know what happens in relationships when we hide things, don’t communicate in a language people can understand and don’t create these romantic moments…

Divorce! And we don’t want that now do we!

So, what do we do?

Well just like in dating, we remember what humans really want; we are kind and thoughtful, we communicate, we get vulnerable and authentic, we treat each customer like the wonderful human they are not like a number on a spreadsheet.

So, how do we do that?

Well other than using Inkpact obviously! 3 simple things can make a huge difference:

  • Talk from a human to a human, read aloud your communications, does it feel weird awkward? If you can’t read it aloud to your grandmother, then don’t bother writing it.
  • Surprise people with a thank you, put yourself out there and send something or do something just because it’s a nice thing to do, thank your customer for keeping you alive – be spontaneous just like you would when you are dating, think flowers for no reason, give something away with no CTA but trust in the process
  • Be kind to the world with a random act of kindness – not just to your customers but to the planet, do something because it’s serving humanity in some way. Your customers want it and deep down you want to do it, so why not? It doesn’t have to be big, but it does have to make an impact

Love always,

Charlotte x

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Charlotte Pearce