Marketing with Love
Why should you care?
People’s BS meters have evolved. And with this evolution comes skepticism.
Sneaky tactics and fear-mongering aren’t going to win you any fans. We live in a world of sophisticated and savvy consumers who demand genuine connections.
Humans are hard-wired to connect. In that search for meaningful connection, we tend to personify things – even brands. The more a brand’s values resonate with our own – the more likely we’ll become loyal fans.
Your brand is what people say about you, and your marketing is what you say about yourself. Every interaction a consumer has with your brand must strengthen that emotional connection.
That brings us to Marketing with Love. It’s a revolution, baby!
No matter where you are in your entrepreneurial journey – it could be you’re getting it off the ground or re-imagining your business to create the next normal – Marketing with Love separates yourself from the pack. It serves the people you want to serve.
If you tell your story in a compelling way that builds trust, you’ll breathe life into your business, and those conversion rates will soar.
Is it easy? Absolutely not. Is it worth it? Hell yes!
But, what is Marketing with Love?
Marketing with Love IS:
Building meaningful relationships
Offering real value
Nurturing over selling
Delivering on your promises
Serving the right people
Marketing with Love is NOT:
Grinding out meaningless emails to fill people’s inboxes
Rationalizing pushy sales tactics to serve your own needs
Executing cheap tricks to sell a product
Eliminating your fans’ needs to focusing on your bottom line
Deceiving people about who you are.
Can people love a brand? Yes, absolutely.
Have you seen people talk about iPhones? It’s as though that device came from their own flesh and blood. It’s because people LOVE Apple.
They connect with Apple’s values and are proud to be Apple fans. Like they’re proud of their kids or their career. Ok, maybe not that level of pride, but you know what we mean. When branding is done right, people will connect your brand with something larger.
Starbucks isn’t about coffee, they represent community. Nike doesn’t sell sneakers, they sell leadership.
People want an emotional connection – a relationship consisting of loyalty, honesty, reliability, longevity, and commitment.
How do you implement Marketing with Love?
It’s so darn easy. But egos and emotions (especially fear) do get in the way. You need to dig deep and determine who you are, what lights you up, and how you truly help.
Be your damn self!
It’s a journey (we totally get it), but that special sauce is inside you, and we’ll help you get it out.
This article will help you develop:
We can help you with the execution, but you need to crawl before you walk.
A strong brand has deep roots and knows exactly what it stands for. It should give people the feels. So let’s get to work!
Oh ya, joining a society to support you in this process also really helps. Let’s dive into the 5 pillars of Marketing With Love.
1. Revolutionary TRUST
For years, marketers have created highly-crafted campaigns with one goal in mind: Sell. Make money. Buy, buy, buy!
As consumers, we know that’s their main goal, so we tend to be skeptical of everything they say.
They’re going to say their product is the best in the market (duh, didn’t see that coming, amirite?). Of course, we aren’t going to trust those brands without some serious proof to back up those claims.
Consumers have been lied to, pushed around, and taken for granted for far too long. And they’ve said, “enough!” It’s time for a change.
Pushy sales tactics, spamming people’s inboxes with too many emails, and not providing value – that ain’t going to cut it anymore.
People who continue to do marketing the old school way – they’ll be left behind.
But you’ve got to do more than throw a few testimonials on your page and call it a day (although social proof does help!).
Your brand is a promise, and you need to be able to deliver on that promise in every interaction, have your fans’ best interests at heart, and show up in a meaningful way.
Would you trust your brand? Ask yourself…
- Is my offering what my fans really need? Can I add anything new to spice it up?
- Am I creating content that adds value?
- Is my brand story consistent? Am I transparent about what my core values are?
- Am I tapping into the right pain points to be able to help?
2. Unorthodox EMPATHY
Humans are funny little creatures with great big brains, but our hearts are the decision-makers. Most of our choices are based on feelings and then we backfill with logic. Science has proven this.
That’s why it’s important to go beyond the product and tap into the results and the emotions your fans desire.
Yes, your product or service offers buyers a solution, but that’s the logical side of the equation. What emotions drive your customers’ behavior?
Your job is to understand what your fans FEEL. What are their emotional motivators?
I’m talking about really walking in your customer’s shoes to understand their experience and understand how you can help them get what they want. You don’t want to think like the customer. You want to BE the customer.
As marketers, we’re trained to focus on the data, study the data. We’re not gonna lie; we love data.
Data is valuable and powerful, but you must balance it with empathy. All the data in the world can’t replace the human connection. Your audience is human, not some data point.
To be empathetic, start from a place of being genuine and sincere. How you make people feel will ultimately guide their decisions on whether to be your fan and buy your stuff.
Do you know what motivates your fans? Ask yourself…
- Am I focused on conversations rather than conversions?
- Am I treating my fans like I’d treat my best friend?
- Am I pushing my agenda versus listening to how I can serve?
- Am I selling or helping?
3. Bold AUTHENTICITY
Marketing historically isn’t authentic, at least by your father’s definition.
Brands try to position themselves in the best light. They leave out any bits that may be bad for their image and do everything they can to woo consumers.
But that has changed.
Why? Because in a world where everyone seems to be selling something online for a few bucks, your fans crave authenticity and realness.
It’s easier said than done. What’s the formula for being authentic?
It’s easy to say “perfect is boring,” “show the real you,” “don’t act like someone else you watch on Instagram.”
But when push comes to shove, it’s hard to pin down what “being real” is.
The reality is that being authentic means being human. It has nothing to do with being original or unique. Just human and relatable.
It all boils down to staying true to who you are, what you do best, and who you serve.
Try this: Stand in front of a mirror, look yourself in the eye, and tell your brand story out loud.
Do you believe it? If not, it’s time to do some soul searching and be brave enough to share the REAL you.
Everyone has a unique voice. Find it, and that’s where the marketing magic happens.
It’s a big world out there. The competition is fierce, but there’s enough love for everyone.
Align with your mission, vision, and purpose. Then share your story; we promise you’ll win the RIGHT people’s hearts!
Are you saying and doing the things you actually believe? Ask yourself…
- Why do I serve the people I do?
- How do I balance sincerity with meeting my business goals?
- What are my five “specialty adjectives” that describe how the world sees me? [Tip: Ask your peeps. See what they say.]
- Are my values being expressed through the content I create?
4. Impactful CONNECTION
People are overwhelmed with choices. How can you possibly find a market for your product or service?
The answer is connection. When your story resonates with your clients, they’ll relate to you. They connect with your “why” and the challenges you’ve faced. They’ll feel for you.
When you allow yourself to be vulnerable and share your stories with others, you make it safe for them to do the same. It’s biological.
We’ve evolved this way. People are driven by a search for pleasure (we want that dopamine!) to make us feel rewarded. And we are driven by risk avoidance. We want to feel safe and secure. We’re also hard-wired to be drawn in by stories.
Sharing your story is such a powerful tool for building strong connections.
When you’re creating emotional connections with your fans, you can’t be thinking about your marketing funnel or your lead generation strategy.
You have to be thinking about people.
If you start there, you’ll create unbreakable relationships.
Do your clients connect with you and your story? Ask yourself…
- What are some stories I can share with my clients to create a stronger connection?
- Connection requires not only giving but receiving. Am I listening to your customers?
- Do I know exactly who my target audience is, and am I speaking directly to them?
- I spend mega-dollars on ads acquiring fans, but what do I do to nurture that investment? [Do you have a wine-and-dine-relationship business plan or a wham-bam-thank-you-ma’am one?]
5. Buzzworthy GENEROSITY
Giving and receiving are the same energy. When you don’t give, you can’t receive.
We stop the flow and rob ourselves of the opportunity to feel the joy of being a giver. In turn, when we don’t receive, we don’t allow others to feel the joy of giving.
Doing good does you good! Since psychology and marketing are so closely linked, this core value can also be true for your brand.
Being generous can leave a lasting impression on anyone who comes in contact with your brand. The most important thing is that customers find your generosity sincere.
If your marketing reinforces your brand’s mission and values, that’ll resonate with people. That’s why they’re your fans in the first place.
Growing a successful brand takes time, but the ones that give back to those who’ve helped them along the way will be set up for a healthy, happy life.
People will be attracted to your message. They’ll see you as a trusted advisor, and your fans will promote you! (Referrals, referrals, referrals, y’all!)
Short on client flow? Go out and help as many people as you can and watch your pipeline fill up with fans.
Are you making generosity part of your growth strategy? Ask yourself…
- What is one gift I can give my clients that they would truly value?
- What is one way I can reward my biggest fan?
- How can I teach my clients to be generous in their line of work?
- Do I give to a charity? *There’s a reason the good book says, “There is more happiness in giving than receiving.”
[Bonus: Check out our fave charity, Charity Water– they’re 100% true blue cool!]
Demonstrate Marketing with Love to your clients
Now that you have the answers right in front of you, win your clients’ hearts through action.
Here are a few things to keep in mind:
We can’t stress this enough – the more you interact with your consumers, the more they get to know you. The more people get to know you, the more they trust you. And people buy from people they trust.
When you write for everyone, you connect with no one. Content strategy isn’t one-size-fits all, because people aren’t all one size.
When you write for you brand, have a specific person in mind (your target avatar). And write just like you talk, using the same language you would if you were sitting in front of that person, having a real conversation with them.
Show your face! Create instant connections by letting people see you and your facial expressions. Only 7% of our communication is words, 38% is our tone, and 55% is body language! Your customers deserve to connect with you 100%!
Remember – there are a million other brands just like yours. What sets you apart is you and your team. That means that people need to see consistency in every touchpoint, on all platforms and during every interaction!
TEST + REVISE
Do an audit of your customers’ journeys and experiences. Does it build trust? Go through the same steps or process your clients go through and re-evaluate what you’re doing and how you’re doing it. Put yourself in your customers’ shoes and see with their eyes.
Live passionately, do your homework, and market with LOVE!
And if you have an questions, don’t hesitate to ask a HipCat BrandMaster for help!