It’s not about tools, it’s about behaviors
It’s not about technology, it’s about networks
It’s not about social media, it’s about being social
It’s not about now, it’s about the trajectory
It’s not about having all the answers, leave some room
How do you go about it? The first place to start is to write a detailed description of your customers. Who are they exactly and what’s important to them in their lives? What might they gain from interaction with you? Ads have always been a means to build a bridge between a product or service and people who’d benefit and be interested in it. Ads have always been a promise of something. I’ll be more attractive, save money, appear smart, etc. While advertising and marketing have changed a lot recently, building bridges and keeping them in good repair, is still the smartest way to help your business find and keep customers.
Think about it… let’s use Nike as an example. They promise that we’ll have the coolest, smartest sports gear. Using their gear will reflect on us in these same ways. Their promise is that we’ll come across as cool, smart, and savvy. They’ve also “promise” that they understand how tough sports can be and how dedicated we are. Just Do It is one of the smartest slogans in the history of advertising. It has represented so much, using just three simple words.
When my kids were younger, I had to fit exercise into my schedule before they woke up in the morning or it wouldn’t happen given my work and evening schedule. Five days a week, I’d swing my feet out of bed at 5:15AM, and head out the door to undertake a fast walk or run until 6:30AM. It really helped me to say, “just do it” to myself every morning to boost myself out the door. I have always been really thankful to Nike for putting encouragement in my head and I still make a point of buying their products. Past the fact that I like Nike, they make great long-lasting gear. Yes, they live up to their promise to me. You can’t ask for much more than that.
So, think about who your customers are and write down your thoughts so that you can keep them handy as you go about building your bridges and coming through with your promises.