marketing is like online dating

Create authentic copy that connects

How to get your audience to swipe right on your brand message

Put your best foot forward with authentic copy

If you’ve ever waded into the treacherous waters of online dating, messages like above are sure to be nothing new to you. With the pandemic having put a damper on any IRL connections, I’m excited to get back out there and see what’s waiting in the wings. (Ok, I’m not actually, but I can fake it!)

As I get back to in-app and text messages with strangers, I’ve come to the realization that dating is very much like brand marketing. You’re putting out the best version of yourself, or your brand, and hoping that it attracts the right person and creates a long-term, sustainable relationship.

And, just like marketing, many people go about dating all wrong.

Don’t try too hard to win your audience

Any relationship needs to be built on authenticity and sincerity. If you come out of the gate overly effusive or set unrealistic expectations, you’re going to push that person away immediately. Especially in the sales process. A soft and genuine touch is always going to create a more tangible connection than one that feels fake.  

Let’s forget the abhorrent grammar and spelling here, and just say that this man is clearly selling something I’m not buying. And while he might have the best intentions, the delivery is so off-putting that he’s lost me. I mean, come on, I know I’m a dazzling beauty, but clearly, I’m no angel. 😉 So when you’re thinking about writing to your audience, don’t overdo it. Remember, you have something they need. They’re already potential customers or clients, so don’t give them a reason to walk away.

Listen to your audience so you don’t miss the mark

Another common mistake many busiAnother common mistake many businesses or suitors make is not listening to their audience.

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In this instance, he was asking me something he should already know. I’m on a dating site, to…wait for it…meet someone. Shocking, I know. This baffled me. His audience, potential dates, are looking for someone who understands them and empathizes with them. A better line might have been, “how long have you been on this app?” or “how long have you been single?” or even “aren’t apps the worst?!” 

When you’re talking to your audience, presume they’re coming to you for what you offer and position that in a way that’s enticing and empathetic. Let them know that you get them and you can help. We all want to be seen. Show them you see them with content and messaging that they can relate to.

Meet your potential clients where they are

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Here we have an example of miscommunication, but one that could have been saved. [I’m the purple block] I presumed when he said “I’d like to chat and get to know you better” that he meant on the phone. Because chatting to me is talking. So I gave him my number. Clearly by his bizarre response he meant let’s continue to text. 

That said, I told him how I want to be communicated to. And he ignored that message. As his audience, he didn’t listen to me and therefore lost the “sale.” As a business, you have data on how your audience wants to be communicated to. Use it. Are they opening your emails? Do they engage on social? If so, which channels and when? Learn how they want to receive your messages and meet them where they are. Because they’re who you want to attract. You don’t need to be everywhere. Just where your audience is.

Be original and true to your brand message

As many online daters know, the cut and paste is a tool too many men (and perhaps women) abuse. I guess since it’s a numbers game, if you send the same message or type of message to different people, one of them might garner the response you want. But if that message is the same as what everyone else is peddling, how will you stand out from the crowd?

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Maybe I really am an angel? But seriously, I got at least three messages all calling me an angel.

  1. They don’t know me. I might be a horrible human being. 
  2. What’s the response to something like this — I fell from heaven?

With any marketing message, you want your audience to take action, and you want to make it easy for them to do so:

  • Ask a question
  • Give them something to respond to
  • Remove the barriers

It’s ok to pay a compliment and be nice, but make it about them. All of these people have access to my profile. Just like you have data on your audience, they can see personal details about me in order to guide the conversation. And, just like you, they should. It shows they’ve done their homework. And that, for any business or any person, goes a very long way in building on any relationship.

Want people swiping right on your content?

Let’s Talk

Danielle Hughes is the Chief Personality Officer of More Than Words Marketing. She helps individuals and organizations to develop their Genuine Personality Brand, creating content that sounds like you and giving you the space to truly be yourself in your messaging.

And while she can’t pull a rabbit out of her hat, she can hone your brand message, engage your audience and deadlift you or your employees, but not at the same time. That’s just irresponsible. (note: Danielle is available for office party tricks and accepts payment in bottles of Bordeaux.) 

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