Embrace Love and Gratitude for Profitable Marketing Success
Discover the Formula to Deepen Connections With Your Target Audience
In marketing, “Love + Gratitude = Profit” is a key attitude to great marketing and a prominent feature of the MECLABS marketing cohorts. That’s because great marketing requires truly understanding your audience.
- “Positive Twitter: Master the Art of Connecting and Influencing Using Dale Carnegie Principles.“
- “How to Time Travel to Ask Future Customers What They Actually Want.“
The Deadly Marketing Sins – Pride and Envy
Pride and Envy are deadly marketing sins because they distort our perceptions while love and gratitude sharpen them. When we are prideful, we think we deserve other people’s admiration or respect.
Then, when we don’t get as much as we think we should from others, we make up stories about them or their character. Envy is the other side of the coin, where we think others are getting more than they deserve.
Those distortions ruin our ability to see what products or services our prospects will truly value and appreciates.
The Power of Love and Gratitude in Marketing
On the other hand, love motivates us to seek to truly understand others, and gratitude recognizes that we rely on help from others that we don’t deserve.
Truly understanding others is the key to marketing because it allows businesses to create meaningful connections with their target audience.
Then, when businesses have meaningful connections, they can identify their needs and preferences. And understanding their prospect’s needs and preferences allows businesses to tailor their products, services, and messaging to them.
As Mike Markkula wrote as the first principle in “The Apple Marketing Philosophy”: “We will truly understand [prospects’] needs better than any other company.” (Isaacson, 2011).
Practical Example of Love and Gratitude in Marketing
For a specific example, imagine you own an auto repair shop. You may be proud that you learned to rebuild a carburetor when you were six and put that at the top of your marketing. But if you understand your ideal prospects, you know that even if they know what a carburetor is, what they care most about is whether they can trust you to do the job correctly without cheating them with unnecessary parts and repairs.
They want to know you’re not going to throw dirt on their air filter and charge them $80 to replace it.
Instead, try offering prospects a guide to download that will show them how to save hundreds of dollars by spending 15 minutes on easy maintenance before bringing their cars in.
You may lose some revenue in air filter replacements, but the gain in brand value could be hundreds of times more.
And, when your prospects do click on your about page to learn more about you, try gratitude instead of boasting.
“I am grateful to my grandmother for teaching me to rebuild a carburetor when I was six years old.”
Actionable Tips for Implementing Love and Gratitude in Your Marketing
- Understand your ideal prospects deeply: Learn about your customers by asking them open-ended questions and observing their behaviors, such as:
- What challenges do you face related to [your product or service]?
- How can we improve your experience with our brand?
- What are your expectations from a provider in our industry?
- Create content that addresses customers’ pain points: Develop blog posts, videos, or infographics that offer solutions to common problems your audience faces. This approach not only positions you as an expert but also fosters trust and loyalty.
- Mitigate risks to customers’ reputations: Provide case studies, testimonials, or guarantees to reassure prospects that you’re the right person to help them solve their problems or capitalize on opportunities.
- Cultivate a culture of appreciation: Regularly thank your customers, employees, and partners for their support and contributions. This could include sending thank-you notes, highlighting their achievements on social media, or offering exclusive perks and discounts.
In conclusion, embracing love and gratitude in your marketing can lead to increased profits and a deeper connection with your audience. By understanding your ideal prospects and recognizing the help you’ve received from others, you can create a brand that truly resonates with your customers.
- Isaacson, Walter. 2011. Steve Jobs. New York: Simon & Schuster.
- Park, Preston. 2021. “How to Time Travel to Ask Future Customers What They Actually Want.” Winning Growth Systems. April 6, 2021. https://winninggrowthsystems.com/blog/how-to-time-travel-to-ask-future-customers-what-they-actually-want/.
- Park, Preston. 2023. “Positive Twitter: Master the Art of Connecting and Influencing Using Dale Carnegie Principles.” Winning Growth Systems. January 23, 2023. https://winninggrowthsystems.com/blog/positive-twitter-master-the-art-of-connecting-and-influencing-with-dale-carnegie-principles/.
- “Welcome! You Are Invited to Join a Webinar: MEC200 – ChatGPT, CRO and AI: 40 Days to Build a MECLABS SuperFunnel. After Registering, You Will Receive a Confirmation Email about Joining the Webinar.” n.d. Zoom. Accessed April 1, 2023. https://us02web.zoom.us/webinar/register/WN_ng5AFA3MSDiR8EYWzskawA.
- Cover photo by Shutterstock. Standard License. https://www.shutterstock.com/image-photo/beautiful-woman-sits-pose-lotus-on-1335643751
- Photo by Andy Bear Grills Barker: https://www.pexels.com/photo/lion-sitting-under-the-sun-1362012/
- Photo by Pixabay: https://www.pexels.com/photo/child-with-woman-holding-map-235554/
- Photo by Pixabay: https://www.pexels.com/photo/woman-holding-gray-steel-wrench-279949/
- Photo by Pixabay: Woman in polka-dot dress. Link unavailable.