Whisper More Than Sweet Nothings:
Win Their Hearts

It may be awkward to openly acknowledge it, but marketing to your audience is a kind of seduction. You make introductions (e.g., through a direct mail piece), pursue courtships (e.g., send monthly e-newsletters or connect over blogs) and hope for true love (e.g., a ticket purchase, a visit to your event or exhibit, a new membership subscription).

And as in any love affair, we know that reason plays a secondary role to emotion. All logical arguments aside, to win a portion of your visitors’ time and money you must win their hearts first. Obviously, “love” may be too strong a word for what you pursue. But make no mistake, without that basic appeal to your audience’s needs and wants, you will not win them over.

Here are a few strategies—which may be applied to everything from direct mail to website content—to make a more compelling appeal to the heart.

Show Your Audience that You Care
Have you ever seen a smooth operator in action? They almost always do two things at the outset of their pursuits:

1. They talk about a subject that they know the other person is interested in.
2. They acknowledge the other person’s feelings.

How does this apply to marketing? Your first connection should open with a subject or offer that resonates in meaningful ways with your audience. When you speak to issues that interest them and demonstrate an empathetic understanding of their feelings or concerns, you get their attention.

It’s Not “Me, Me, Me”
Consider the worst date of your life. Chances are, it was one where your companion talked endlessly about his or her ideas, career, achievements and so on, without letting you get a word in edgewise.

Now take almost any topic and do a web search for vendors in that area. Go to their home pages and see what you find. In most cases you’ll discover loads of “me, me, me,” with their vision, mission, philosophy, years in business, awards, honors and degrees.

Waiter, check please!

The alternative? Wrap your offerings around the needs of your audience by creating opportunities that make their lives easier and more enjoyable. Your website could offer visitors an interactive, online map of your venue so they can plan their visit ahead of time; a members-only page highlighting special events and discounts; convenient online ticket purchasing. By thinking of your audience first, you demonstrate your understanding of the needs, hopes and desires they are likely to have.

Show Them the Ring
I don’t know if a diamond really is forever, but it is a tangible sign of affection. In fact, its very physicality brings reassurance.

Likewise, you want to make your organization and the services it provides as tangible or as physical as possible. By offering prospective customers a vivid picture (e.g., an online virtual tour of your historical site, upcoming exhibit or campus) you can help your audience imagine themselves there. You’re now more than halfway to winning them over.

That’s why Dove Chocolate's images of silky ribbons of dark chocolate is so effective in provoking an emotional and physical response. Hmmm…sound familiar? And why, if you want to fill your exhibits, campuses and fundraising efforts, it's essential that you bring your offerings to life.

Respect Them in the Morning
If much of your organization’s revenue comes from repeat visitors, members, students and long-term patrons, then why do so many organizations make so little effort to communicate with them after the sale?

Car dealerships do this right. I get coupons for oil changes and updates on maintenance issues all the time. By sending me these communications, my dealer keeps itself “top of mind” for that inevitable moment when I will need another car.

A simple “thank you” is essential and is a good place to start. Then, depending on the nature of your organization, you may want to consider a newsletter, e-mail updates, a blog or other tactics with the goals of staying in touch, saying you care and keeping your audience connected to you and your organization.

Love Doesn't Have to Hurt
It’s really not that difficult to build stronger relationships with your audience. Caring, sharing, keeping the lines of communication open—that’s the heart of the matter. Just like true love!

Share the LOVE!
How are you winning over your audience's heart? Join our chat and share your "heart winning" strategies by posting a comment to this blog. We'd love to hear from you!