The secret of seduction… is your brand unleashing its power?
We all aspire for passion, not only in our love lives but also in our job, the things we do, what we wear, and the stuff we buy. There is nothing better than the adrenaline rush of falling in love!
Juan Carlos Mallet
(5 minute reading)
Now, is there a secret for making people fall in love? I believe there is.
Can we use it in order to build our business? Definitely!
One of the major challenges for any business is to increase its user base. At Palmer, Cooper & Wallace, we believe that brands are like people and that a perfect stranger can become someone unique, with whom you can build a deep and long-lasting connection. These relationships are accompanied by a source of high profitability if they are professionally managed. There is a strategy to generate love in your potential consumer if you know how to unleash the power of seduction.
Each industry has a leader, and the rest of the brands are "challengers" with high ambition, daring to climb the arduous path all the way up to the top position. A challenger brand needs, in short, to steal the leader's boyfriend or girlfriend (its current consumer): provoke infidelity, break the relationship and create a new one. It seems like a shot in the dark, right?
But fear shall we not. There are some steps that, with the correct intention, will set us in the right direction:
1. Become obsessed with the first encounter - study your target carefully: If you are going after the leader's love interest, you should know as much as possible about her/him (your potential user). But, above all, you need to learn what is that attribute which s/he has looked for all her/his life to find in a partner and is not currently receiving. That secret is an immense source of power in your hands. You must be very clear on your potential buyers' needs and how to satisfy them while knowing the places they frequent, so they can find your service and what they want from it. 2. Love comes in through the eyes – design for success and OWN IT: It's not only about looking brutally well, but you also have to act the part. Why would you wear your best clothes and accessories if your attitude doesn't match them? You don't want to be looked at just for the way you're dressed, but because your whole style is so disruptive that people will be eager to see what's your next move: A competing brand needs a hell of preparation to shake up the tectonic plate flawlessly. 3. Your pick-up line – prepare your pitch: You need to throw a comment that intrigues her/him and make them smile. A strong first impression usually lasts long. Make her/him want to know you. Remember that s/he is engaged to someone else, so you should be interesting enough. What is wrong with chatting over coffee after all? 4. Show your muscles and your brain, be charming - introduce your EDGE, listen, learn and adapt: So, s/he has agreed to have a coffee or a drink. Make sure you have a compelling way of showing them that you offer what they always dreamed of: this special attribute or manner of doing things that the leader does not have. Still, don't be selfish; let the other speak, make them feel special, learn from them, respond fast and thoughtfully. You have to understand and adapt to your potential users' needs, so you know how to attract them more. 5. The unforgettable first kiss – ensure the best experience from the trial: You convinced her/him to taste you, so that experience should be spectacular. The challenge gets more interesting because you do not want just a bar rendezvous or a one-night stand. A real seducer will leave the other person thinking about you, longing for a second encounter. 6. Force the next "coincidence" – establish a strong targeted presence, distribution, and follow-up: Generate 'random' encounters in specific places where they actually would wish to find you. They may still be regretful for cheating on their favorite brand, but if the first encounter was outstanding, and they 'casually' see you again, their world will tremble, and they might succumb to temptation. This is just the beginning. We know that a good seduction game plan will give rise to a furious reaction from the leader (a powerful and jealous ex). We will strategize and be ready beforehand in order to use that anger to our advantage… but we'll talk about that later. At Palmer, Cooper & Wallace, our mission is to build transformational marketing strategies that create deep relationships, starting before the 'first encounter' and generating everlasting love.
Do you have a challenge that you want to share with us?
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