Bloghound

Marketing is about conversations. “So what does that mean,” people
ask me? How do you take the concept and apply it practically to
everyday marketing?

Conversations are by their nature friendly — people listening and chatting with an interest in the other person.

So
maybe one pragmatic way to reshape marketing activities and programs is
to make them friendlier. Friendly. What a small but big concept.

Here’s how various dictionaries define friendliness:

• Helpful
• Approachable and accessible
• Hospitable
• Cordial

Friendly
people and companies listen because they’re really interested in what
people have to say. They make it easy for people to chat with them.
They share what they’re hearing about new ideas, what’s happening that
might be helpful, what they’re learning. They don’t lecture or promote
but converse in the best sense of the word, which comes from Latin con
versare – to turn or dance together. They ask questions – and make it
easy for others to do the same in a welcoming kind of way. They’re not
judgmental, but offer sincere advice if a friend is doing something
dumb.

The Wikipedia says that “Value that is found in friendships is often the result of a friend demonstrating on a consistent basis:

• The tendency to do what is best for you.
• Mutual understanding
• Sympathy and empathy
• Honesty, particuarly in situations where it may difficult for others to speak the truth

What
if we reframed our marketing thinking around one simple idea: to be
more friendly? Yes, it sounds Pollyanna-ish, but many companies who get
the “marketing as conversations concept” exude friendliness. In their
people, actions, business practices, and in their style of oral and
written marketing communications.

Think about Southwest Airlines
or Virgin Atlantic (vs. the unfriendly United, American et al). Zappos
shoes vs. the big department stores. Whole Foods vs. Stop & Shop.
And all the small local businesses we’re so loyal to because of
friendliness.

It’s hard to change, but friendliness seems like an easy way to start. Thoughts?

You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.