Admit it. I had you at the word sex. ;) Apart from this really nasty clickbait, I hope that the following explanations will give you an insight into the broad topic of marketing and sales! As always, I look forward to suggestions and ideas for improvement! This article will also change and grow over time.
Every day I encounter misunderstandings when I build networks, maintain customer relationships, or try to make something attractive.
I would be lying if I claimed that the whole thing is easy. However, there are a few things that make understanding and life a lot easier.
To explain the topic, I would like to use a simple and understandable metaphor, and that brings us to the initial question: What do marketing and sales have to do with sex?
Brief note, dear reader: The following explanation refers to my perspective and that is quite boringly from man to woman.
Whether you love women, men, or both doesn't matter and shouldn't matter in general! All you need is love! <3
The Starting Situation
An artist has created an NFT. He perceived the topic as a trend and then simply applied a few digital filters to an image, minted the whole thing, and messaged a few collectors on Twitter to sell it. Strangely enough, nobody buys it, but he has ended up on many blocklists.
The artist asks himself: Why actually?
It's quite simple: As a man, you don't go unprepared into a bar, approach the first woman you like, and walk straight through the door (Hi! Do you want to have sex with me?). If you try that long enough, it might work. The question is, how many attempts you need and whether you want the result in the end....
And believe me, this example is not just theory. I read it almost every day on almost all channels.
How can the artist do it better? A thought experiment:
Preparation
Before you go out, you shower and put on something nice. As a rule, you make sure you're shaved, smell good, and your hair (if available) looks good.
Translated: You have a great profile photo in your social media profiles. Ideally even the same one on all channels so you're recognized. This also applies to the username (if you've thought about it). Your website is visually appealing, clear, mobile-optimized, and fast. Beyond that, you deliver quality. You give your best and for your offers only the best is good enough!
Target Groups
You choose the bar that suits you. If you're an accountant, you probably won't go to the biker bar. If you're a surfer, don't go first to the bar where the stockbrokers meet.
Translated: Determine yourself who you want to address. This concerns age, habits, hobbies, behavioral patterns, and mindsets. Creating marketing personas can be helpful (I could dedicate a separate article to this).
If this is well researched, you also know where the ideal channels are to address these people. Try to think outside the box. The obvious channel is not always the best.
Attention
You actually find three women in the bar who seem likeable to you. Instead of approaching them immediately, first observe. What are they drinking? What's the mood? How do they seem, do they have male company? See if there's resonance by looking over, smiling, and see if it's returned.
Translated: You experiment with content and test which medium is best received by the channels used and generates the most interactions. Look at what your target group shares and preferably comments on and check whether the content can be constructively received, adapted, and whether it fits your offer. Do people react to your content? Are they commented on, liked, and shared? Well done!
Generating Interest
You were smiled at? A woman has started playing with her hair? If that's the case, take heart and approach her.
Not necessarily creative, but if you've observed that she's drinking a Cosmopolitan and her glass is empty, this is a good opportunity to appear with a full drink and start a conversation. Remember that your counterpart is probably just as excited as you are and just introduce yourself. ;)
Translated: If people like your content, they start to interact with you. Ask them questions, start chats with them, and get feedback. Ask what you can do better or if there are topics that interest them. That's pure appreciation.
Sales and Conversion
And now the games can begin. You introduce yourself. You listen! YOU keep listening! You're still listening. Then you carefully start to make yourself interesting. Tell about your mission (what you're currently doing) and your vision (where you want to go) and if it fits, carefully mention one or two "product advantages" (I love dancing and take care of endangered baby animals in my free time).
If everything goes well - with a bit of luck you won't need a closing question. Maybe it will come from the other side. Otherwise you'll notice yourself when the right time has come. The desired form of implementation is up to you. Whether that's the phone number, a second date, or "your place or mine".
Translated: Make yourself attractive! Offer added value! Post exciting content that is tailored to your target group and that is useful, exciting, and entertaining!
It doesn't hurt to include small offers so visitors notice that you're not just doing this for fun.
Only when you notice that you're interesting do you start directing visitors to prepared landing pages, ads, email campaigns, or whatever conversion or goal you're aiming for.
Is it a match?
Conversion Failed?
The point is. Even if you did everything right, it's possible that you still didn't get a date. A "no" is part of the business. Caution, sales phrase: Every no brings you one step closer to the first "yes".
But much more importantly, you made a good impression at the bar and with luck attracted the attention of other guests who then perhaps go home and say to their girlfriend: "Hey, there was a guy - he would suit you well."
Translated: Just because someone didn't buy doesn't mean the world is ending! Use the learning effects and get better! Success comes from discipline and persistence and not from one-time effects.
If you use closing processes, check the analytics to see if visitors drop off at important points. Adjust them. Use A/B tests if possible. Tests are elementary! Success won't be long in coming!
The metaphor can certainly be extended further.
Watch Your Reputation!
Keyword brand awareness/reputation. If you're already known in the bar / city as a male sleazeball, this probably won't increase your "conversion chances".
If, on the other hand, you have a solid community, meaning you're recognized in the bar (and by that I don't just mean the bartender greeting his best customer), but that other regulars greet you joyfully because you're known as generous, friendly, and reliable, this leads to an increase in trust and reputation.
This can also be based on knowing each other from the local sports club or childcare group.
Translated: Those who constantly insult with their profiles, deal unreflectively with discussions and criticism, or even spam and harass, will not improve their chances of success.
Friendly, community-promoting behavior, on the other hand, is always rewarded, even across channels. Whether through likes, shares, appreciative comments. You benefit from a broad network and image transfer. And you can believe me on one thing. There will be people who inquire about you. At the latest when you become "interesting".
Marketing Phases
To whom does this whole story sound familiar? Right... basically I'm describing here the phases of a funnel or a flywheel.
In contrast to the funnel, the flywheel puts people at the center and is designed as an endless cycle, i.e., the process doesn't end with conversion like with the funnel.
You may be looking for a life partner (let's leave aside the variable duration of the application and getting-to-know-you phase ;o) ) and that means that sustainable action has a positive effect on the prospects of success.
That doesn't mean the funnel is bad. You simply choose the right tool for the right purpose. For sustainable community building, customer relationships, and even relationships, I consider the flywheel process to be better suited. If you're only looking for one-night stands, the funnel might meet the requirements ;o)
Differences between Funnel and Flywheel
Conclusion
The most important thing is to remember that you are a human being interacting with people. Treat others as you would like to be treated yourself, and that will lead to success in every business case. If you then set up your processes in a structured way, you will be successful.
I hope you enjoyed this excursion into the world of marketing and sales.
Do you have ideas or suggestions? Write to me on Twitter or here in the comments! Also feel free to share if you see a benefit for the people in your network.
