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It's the first day of ninth grade.
And everyone's walking around with a big, bold sign plastered on their back.
"Super thoughtful, creative, never forgets your birthday - I'm the best friend you need."
"Life of the party, always a funny quip to cheer you up - I'm the friend for fun times. "
"Intellectual, deep, stimulating conversation - choose me for a meaningful relationship ."
Awkward, right? (Though it might have saved us all some drama!)
But that's not how friendships happen.
Friendships are built gradually. You interact with someone day after day, you see that you always enjoy their company, you feel happy and appreciated around them. You do things for each other, and with each other...and a few months down the line, you have a good friend.
Your brand is not going to become friends with your customers.
But a simpler relationship, a basic bond? That should be what you're aiming for.
The reality is that in today's global world, there is never ending competition. And if you're not a huge brand with millions to invest in advertising - it's hard. Its hard to get through all the noise. It's hard to be heard.
Trying to compete with twice a year splash campaigns? That's not going to help you get loyal customers. That's like wearing a "why you should be my friend" sign. Loud, catchy, attention-grabbing for the moment - but that's about it.
There's definitely a place for those campaigns in your marketing arsenal.
For a deeper connection, though? The best, most cost-effective way to build that kind of relationship with an audience is through email. Email done right, where there's a consistent voice and valuable or entertaining content that builds a bond. That helps the customers feel like you care about more then just making another sale.
If you want to stop relying on " be my friend" signs, to start building something that keeps customers genuinely connected, let's talk.
Glad I'm not in high school anymore,
Chavy