Imagine your stereotypical builder, Stevo, sat on a throne of scaffolding, screaming:
“Get ya tits out darlin’! Come onnnnnn, show us some shin, love!”
And hurling this barrel of well intended (I suppose), if misguided, and ill-delivered compliments in the direction of an innocent commuter during the morning rush hour at London Bridge in an attempt to lure her into bed for a quick bit of how’s your father before his 10 ‘o’ clock cuppa.
Now, ladies, does Stevo’s premature and near-Neanderthal art of seduction often pay dividends? Of course not. OK, every now and then he might encounter an absolute slag who’s begging for it, especially if you’re re-tiling a roof down the docks in Boro, but more often than not, this approach repulses and ends with the girl never wanting to see the bloke again… Or even walk that way to work from now on.
Now, let’s imagine another, more strategic builder, Dave. Dave genuinely cares about the girl. He wants to get to know her, so he takes the time to figure out when the most appropriate time to act on his all empowering desire to build a relationship with this admirer is.
So he dismounts his scaffolding and innocently approaches the lady (let’s call her Clare), breaking the ice with a sneaky gag. He takes an interest in her. Her appearance. Her interests. Her personality. What makes her tick or laugh or blush. He strikes up a conversation, they have a giggle and he leaves with her phone number and an opportunity to turn that positive meeting and a good first impression into something more.
Now, I’m far from the master of seduction and you can probably tell that I couldn’t pull a pro in a brothel with a blank cheque hanging out of my zipper, but the point is, there’s an obvious difference in Stevo’s and Dave’s approach to starting a relationship. And for brands, it’s no different.
So is your brand one that does nothing but bellow repulsive demands from the daunting height of a busy roadside billboard in a feeble attempt to persuade people to open their wallet? Is it searching for the slags of a quick sale? Does your brand get in and out, then bail before she wakes up and never call?
Or are you the brand that understands people? Do you understand their needs and wants? Do you take a genuine interest in what they have to say? Do you meet people in their environment and on their terms? Do you get permission? Do you realise that, only if you put people first, and only if you play your cards right, will a relationship form and the only way you’ll both live happily ever after is if you continually meet her ever-changing needs?
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