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  • Writer's pictureBrian Markey

Marketing is like speed dating...kind of

Updated: Apr 30, 2021

Think about a speed dating event. Now I have never been to one, so I am basing everything I know about it on tv or film representations of it, which means it is probably all wrong. Feel free to comment and let me know I am way off, but bear with me for the sake of the analogy.

You sit down across from someone. You exchange a few pleasantries like "hi, how are you," "good, how are you," "good I am super nervous about this whole thing," "yeah, me too."

Next step, you start asking questions of each other to get to know the other. "What do you like to do with your free time, what do you do for a living, what's your favorite book?"

Maybe you hit it off with someone and decide to exchange numbers or contact info so that you can talk again and see if there is something there.

But, if you don't hit it off, a bell rings, or someone just tells you to change partners, and you sit down across from someone else to start the whole process over.

This is exactly how consumers make decisions on what products to buy, (flawless transition, right?). But think about it. Let's say you are in the market for a dog groomer. You google "dog groomers near me" and skim through the websites of the results to see which one you trust the most. If you visit a website and it doesn't grab your attention or make you want to know more, you move on to the next one.

In order to make a decision to pick who to go with, you need to get to know them and decide if it will be a good fit.

So how can you, as someone who is trying to market your business, familiarize a consumer with your brand so that they trust you and purchase your product or service? One tool you can use is an email funnel.

Emails are still one of the most effective digital marketing strategies available. An email funnel can do exactly what a speed dating event can do for single people. Help them get to know a person quickly, although in our case, that person is your business.

If someone visits your site and is convinced to sign up for an email sequence, you have a huge opportunity to nurture a relationship with them to the point that they become a loyal customer. An effective funnel can do the following:

-Welcome the reader warmly and introduce the business to them

-Talk about what makes this particular business unique

-Tell success stories from those who have used the product or service

-Add a little more value in each email

-Offer the product or service with a focus on the benefit to the consumer

-Create urgency and the sense that the consumer can't do without the offer

All of this can help a reader decide to purchase, and even a step further, become an advocate for your business. A great email funnel turns you into the most desirable single person at the speed dating event!

When someone attends a speed dating event, then everyone knows that they are at least somewhat interested in putting themselves out there to find a relationship. Similarly, someone who subscribes to your emails is already interested enough in what your business is offering. So don't waste that interest with some boring, run-of-the-mill emails. No one will be convinced to buy your product, let alone be an advocate for your brand.

Help them get to know your, nurture that relationship, and give them value with each email in the funnel that will make them say "you know what, I choose THIS one!"

Curious about how to create a well-planned and compelling funnel? I would love to chat about it with you, so send me a message!

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