Marketing Monday: Back to the Future

Since we are doing this the sensible way and getting all  of our ducks in a row before we  even crack the ballroom door we need to shift the time -space continuum and put you there with your new found outlook. If you just went ahead and blasted your way into that room obsessed with finding somebody anybody to dance with you may or may not have had the results we envisioned when we took a time jumped to get you all fixed up and ready to go. You likely would have been working from the Fonz’s playbook and started strutting you stuff like peacock, and we know you really aren’t a peacock.

Continuing to operate as if you are a peacock will really only guarantee that you attract people who like peacocks and we know how that story ends. So its really best to ditch the feathers and just be yourself because that’s what’s going to get you the best result. See, to really have the best longest lasting results you have to be real and you have to know that vision of who it is you are looking for right there in front of you. In fact, without being to whoowhooey, if you name that person, and can describe that person it is very easy to move to calling up that person’s presence. In other words, if you keep her in your mind when you enter that ballroom she’ll know you’re there and turn her head just to confirm it.

Who,What….no where

Let’s take this back to reality now and translate it into you actually sitting at a show, hosting an opening, or describing your latest creation on your blog. When you know and can recognize that special just right customer you’re more able to talk to them as if you have known them forever. And that my friend, is the best ice break ever because what you have done is acknowledge who they are, in the process you’re opening the door and welcoming them in to get more acquainted. They are more likely to join you if you know their name and in turn know what they need. In marketing language the process you have just initiated is called (drum role please) your “who & What”, which is you naming who “gets” your art and why your art is for them.

So…for example, as a painter  your W&W might be: “I bring color into people’s lives by creating bright and energetic landscapes using a mix of acrylics, and other mediums.”  Or as a photographer mine is ” I help people capture their life stories through visual conversations”.

Keep in mind not everyone will hear you or recognize you, it may take several encounters before you are recognized as having what they want. Remember the dance… it took her several looks before she wanted to see what it was like to dance with you. You had her attention and in order to keep her attention you have to make the time with her about her  because she wants to check you out at her pace. Is this starting to sound familiar? It should because you are building trust here right now, but it goes beyond just trust. She wants to know if what you have to offer is worth her time and energy, if not she’ll just move on.

Support, Patience and Grace

At this stage you only want her to be open to the possibilities of a relationship with you, like going on an actual date, that’s all…no marriage,no moving in together, just a date. Don’t forget though that you do have an ultimate goal of her becoming your SO (significant other) and for that to happen, she has to feel that its’ in her best interest to get to know you better. Until she knows this, she will move at her own pace and may likely become resistant because you are ultimately wanting her to move out of her comfort zone.

In real world terms this part of the courtship is about support, patience, and grace. Your customers need to know that you support them in their time and space by patiently and gracefully understanding their need to move at their own pace. Once, they feel the warmth of your support they will start to be more open to recognizing the common outlooks the two of you share which in turn make them more agreeable to a relationship.

Where’s Waldo

We have come a long way but we’re not done yet. Yes, your time spent on the W&W was extremely helpful and eye opening but you still have to tweek things a little more. Even though you know their names, you really have to find out more about them as people so you can find them and they can find you. The ways to for this to happen are limited because success hinges on communication, and visibility. You have to know where they hang out and what language they speak so you can not only be visible to them but also, heard.

As an artist one of the best ways to be both visible and heard is to have a place that can serve to spread your word and that place now is a blog, coupled with social media tools like Facebook and twitter. You can also add, teaching workshops, giving talks to community groups about art both activities will build your credibility as someone to do business with because you are giving value with minimal investment on their part.
Sometimes straight but usually Crooked

Crooked or straight you’ll still get there

Finally, it is important for you to understand that the sales/buying process is not necessarily linear and it doesn’t move at any preset pace. Even more important you need to understand that before anyone can decide to join your tribe, give you permission to send them stuff, they need to trust you. This is the point  where you work on building that trust so they can see your value enough to agree to move closer to being one of your loyal fans.

If you take anything away from this it should be the importance of letting go of any attachments to time tables, sequences or out comes. By doing so you will be free to  let the notion of your perfect customer complete with their needs, develop organically, which in the end will lead to a more solid mutually supportive relationship.

 

Related posts:

  1. Marketing Monday: anatomy of a courtship These first few steps of the courtship dance are all…
  2. Marketing Monday: courtship the unliniear way Ok now is the time to really, take a close…
  3. Marketing Monday: Off-line Tactics Today we’re going take a break from twits & upd8s…

 


 

Visit TheArtistsCenter.com

Trackbacks

  1. Marketing Monday: Back to the Future: Since we are doing this the sensible way and getting all  of our ducks in .. http://tinyurl.com/nwq55r