Remember the old advertising cliché, where someone would place a newspaper ad that said, "SEX! Now that we have your attention..."?
Of course, it was a cheap shot, and probably never very effective. But it did get attention, which is your first task in attracting new clients. And one of the best ways to get your prospective clients' attention is to surprise them.
Last week, I received a surprise from my dear niece Catherine. We had talked a few weeks before, and I asked her offhand, what kind of music she was listening to lately. She threw out the names of the few bands that, of course, I'd never heard of, and I jotted them down.
The surprise was a CD in the mail of about 20 songs by different bands that she likes. She included a note that said, "just figured I’d make this to save you the trouble of looking them up. Hope you like it." Below that was handwritten all the names of the bands and songs.
The names are so funny I can't resist including a few:
 "Skeleton Key" by Margot and the Nuclear So and So's
"Frankie, I'm Faking" by Architecture in Helsinki
"Walcott" by Vampire Weekend
The surprise wasn't the sort of music she was listening to, but the fact that she sent me anything at all. If I can get Catherine to say more than five words in a conversation, it's an accomplishment. She is, to say the least, quiet.
Then what caught me off guard the most was a design she drew for my daughter Daphne, which said on the back, "can't wait to see you."
More than just a nice thing she did, I see this as a real gesture. For many 16-year-olds, music is the deepest expression they have of who they really are, and I feel honored that she was willing to share this with me.
In listening to the songs, I have a better understanding of Catherine and I feel more endeared to her. I feel the potential for more of a relationship as a result of what she did.
As I was listening to another song on the CD ("Tick Tick Boom" by The Hives), it struck me that this is exactly what we want to do in developing relationships with potential clients.
In fact, building relationships with potential clients is no different than any other kind of association in your life, except that it's based on business. But we still want the same basic things in those relationships: trust, familiarity, chemistry, mutual respect, and if we're lucky, a few laughs.
The element of surprise is so powerful, because by definition, it takes people unawares, taking them off guard. So a pleasant surprise is all the more enjoyable for the people receiving it.
Want to surprise your prospective clients, and allow them to see you in a whole new way? Here are a few ideas:
1. Drop something in the mail to them that lets them know you understand their goals, dreams, and challenges. This could be something as simple as a card that you write from the heart. Or it could be something more elaborate. A graphic designer friend of mine sent the firm he was wooing an intricate and beautiful map which lead them through the problems they were facing and the solution he provided. It was brilliant.
Whatever you do, make sure it communicates your marketing message in a fun, unobtrusive way. They'll get a smile or a laugh, you'll be front and center, and probably move to the top of their list of service providers.
2. Rework your marketing message so that it surprises even you and try it out at your next networking event. See what kind of reactions you get.
One of the things I work on with my marketing clients is what we call the audio logo: a quick blurb that lets them know what challenges you address for your clients, and gets their attention in the process. One of the best audio logos I heard recently came from a career coach. She says, "I work with people who dread Monday mornings." Creative, attention-getting, unique, and definitely gets people asking more about that.
3. Do something radical that surprises you. Take a big risk you've been thinking about holding back on. Turn your business model on its head. Try something creative you've never been before.
Only half of marketing your business is what you do; perhaps the more important part is who you're being as you do it. When you surprise yourself, you get invigorated, you become more alive, and that aliveness can't help but spread to those around you.
I'm sure you've had the experience of being at your best and feeling that nothing can bring you down. What could possibly be more attractive than that? And in a world where everybody seems to have their head down, barreling forward, isn't it surprising to see people in that state?
So as you continue building relationships, bring in a little surprise and fun. That's what makes the best and most effective marketing.
Until next month, have a great time.
RJ
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