May 23, 2016 by Scott Howard
I know, it sounds like something a little weird. Or it sounds old school, or maybe it sounds like something new along the lines of A.I. or V.R. (That’s Artificial Intelligence and Virtual Reality).
It’s not a gimmick, it’s not new, it’s not even weird and it isn’t old school either.
Human Relationship Marketing is simply this:
Following the relationship principles that you and I as human beings, are a custom to as people and apply those to any and all your marketing.
Let me give you an example.
This is my most famous example I use and it applies to most of the people I talk with…
“If your spouse asked you to marry him/her the first time you met, would you have said yes?”
Almost everyone I have asked that question tell me no. For different individual reasons, but there is a common thread that is a Human Relationship principle.
To go from, hello to forever and ever requires some time to get to know the other person. We call it dating.
Even if your relationship didn’t start as a dating relationship, maybe you were just friends, the more time you spent with each other the more you became familiar with that other person.
That familiarity is what developed the trust that then moved to love that evolved into a commitment to each other.
The best advertising and marketing follows these same relationship principles. You need to trust a person or company before you pay them for a product or service.
You know that queezy feeling in the pit of your stomach when you are about to spend money on something but you’re unsure because you aren’t sure you’re making the right choice? It’s a trust issue. And trust is related to human relationships.
I don’t care if it’s $5 for lunch or buying a house and committing to big bucks with a monthly mortgage payment, you need that sense of trust or you won’t do it.
Back to the dating example and how it applies to advertising…
The more we hear about a company, the more we are likely to trust them. Last summer I needed someone to fix our air conditioning at our house. The day before, I had no intention of shelling out money to fix this problem because I wasn’t aware I was going to have this problem.
But when we had the need, we knew who to contact because we were familiar with the company.
Ever since I was a kid, I heard about this HVAC company, Doc Dancer and they were top of mind when we needed their help. They continue to market themselves year after year, month after month, week after week, nearly everyday. They’ve been “dating” me for a long, long time with their advertising and when I needed them, I called.
Others could have done the work and got our home temperatures cooled down that summer day, but none of them had built that trust by using human relationship principles like this company, Doc Dancer did.
This is very different from the way most small and medium sized companies plan their marketing, but it is by far the most successful long term marketing strategy you can do for a successful long term business. Want more info? Let’s connect.