When we analyze the brands that are making a real difference in their customers’ ability to engage, we realize how much reflection takes us to the topic of seduction. Let’s look at globally recognized brands such as Apple, Nike or BMW, and how they cleverly use their charm and thoughtful maneuvers of seduction to get consumers to change their behavior.
On the opposite side, performance marketing – also called over-marketing – is increasingly perceived as too empty and calculating.
But what is seduction marketing after all? Some clues to relearn the art of seduction, a skill that has generally disappeared from contemporary society, can be found in classic courtship. Make contact, demonstrate your strengths, practice your values, ask lots of questions, be aware of the answers, deal with objections, overcome fear and reticence, be generous, show your vulnerability, “enchant” the object of your attention. The probability of a second encounter will increase proportionately.
The truth is that, in the deepest and most genuinely human that there is in each of us, there is a need to be “courted”, more even than “impressed”. The big brands have long realized this. And yours?
Here are 4 questions you should start by asking to understand whether or not you are applying the art of seduction to your marketing strategy:
- Do I genuinely care about my customers? Social Listening is one of the most powerful tools that the advent of the digital and, in particular, Social Networks, has brought us. It allows us to listen, analyze and measure in real time the mood of users and consumers regarding our brand. It is essential to practice active listening, cross variables and, naturally, establish a genuine dialogue with our customers and followers. What do your customers think about your brand? What do they say about your competitors? How can you draw insights and conclusions from the collected data and integrate them into your strategy?
- Do I tell a really relevant story? Like Social Listening, Relevance is a keyword these days. The definition of the brand’s purpose assumes a central role and serves as a lever for its positioning, communication and content strategy. See if the reason for your brand and business to exist are aligned with the expectations and behavioral standards of your target audience. And identify the points of convergence and differentiation that effectively motivate customers to action.
- Do I tell a story?
We all like a good story. It makes us escape reality and, above all, it makes us believe and trust. Tell your customers a story? How true, genuine and transparent is the story that is told? Is the story you tell compatible with the expectation that your customers have to see their problem, their need, their dream solved?
- Do I apply personalization and data analysis strategies? Hyper-personalization is one of the big trends for 2020. What data analysis, segmentation and personalization strategies do you have in place? How can you, given the needs of the market and its resources, change direction in favor of this irreducible trend?
It’s never too late to start. And it can start simply by giving yourself time. Time to analyze. Actively listen to your customers. Establish a frank, genuine and consistent dialogue with them. Align your purpose and market objectives with what the market effectively seeks in you, in your brand, in your organization.
In 2020, equip yourself with the tools to create a love brand.