Being Remarkable · Brand Marketing · Marketing

I’m just not that into you

If I would never buy anything from you without a coupon, maybe I’m just not that into you.

If I’m in the market for a product you sell and you aren’t one of the first two or three brands I think of, maybe I’m just not that into you.

If I’ve never bought anything from you despite hundreds of emails or dozens of mailers, maybe I’m just not that into you.

If I wouldn’t really miss you if you were gone, maybe I’m just not that into you.

If I don’t think of you in the way you’d like me to–or if I’ve tuned you out completely–what makes you think that more and louder will work?

If I don’t fundamentally like what you have to offer, paying me to like you may not be the best idea. There are terms for that and none of them are nice.

For many brands too much time and energy is wasted trying to seduce the promiscuous shopper. A lot of money is spent attempting to bludgeon potential customers into submission.

If I’m just not that into you one of two things is almost certainly true. Either what you offer is not for me and you are merely wasting your time. Or you haven’t yet done the work to make it sufficiently relevant and remarkable.

As Bernadette Jiwa reminds us “more is not a short-cut to mattering.”

 

2 thoughts on “I’m just not that into you

  1. Nicely done. We see a lot of companies fall into the “maybe more and louder will work” syndrome. They ask customer to complete an extensive preferences profile and then ignore it because someone in the organization needs to make their numbers, drive traffic next hour, use a budget before it expires, etc. The argument is that 1% response from 10M creates more foot traffic than 50% response from 100,000 and it’s easier to do one big email than 5 more targeted ones. There was a survey that found that consumers were more likely to mistrust a brand that tried to sell to them too often than a brand that sold them “something with ingredients that may damage health” — in short, poison is preferable to too many sales calls.

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  2. I am reminded of the woman trying to develop the perfect set of search criteria (72 factors) to identify a suitable mate only to find that the desired “catch” didn’t like her. So, as long as companies have merchandise to PUSH instead of responding to the need to “PULL”…my hunch is that TIMING will rule the day.

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