I tried online dating.
I had been warned.
Predators, one male friend said.
Waste, a female friend told me.
But I did it anyway because I’m stubborn like that and I was convinced there was no other way to meet new people.
I spent a half hour on my profile and it was enough to make any man run.
I wrote about being a single mom to 5-year old twins (at the time) and that they had to come first. “As much as I might like to climb Mount Everest with you” (there are a lot of “explorers” who want to “make the most of what life has to offer”), “doing so is next to impossible. Romance for me is more likely to be a home cooked meal and candlelight in yoga pants than an expensive French meal and dancing the night away.”
I laid it on thick. I stopped just short of committed cat lady. After all, that would’ve been a lie. I don’t have a cat.
No pictures of me in a bikini. No kissy faces at the camera. The same shots I use on social media, all of my face.
And out of hundreds of men, 3 contacted me.
That’s the way I wanted it because these gentlemen had self-selected. They weren’t lured by a picture or promises of something I wasn’t. Those other hundred “adventurers” who were off “making the most of what life — the beach, Florida, Tampa, the water, whatever — had to offer,” they weren’t for me and I didn’t want to waste our time.
Your Content Must be Written to Your Ideal
You need to write, or create, your content for your organization with the same ruthless pen. Don’t write it to appeal to people who won’t buy from you. Don’t write it for people who might buy once because they don’t really understand what you offer.
You’re wasting everyone’s time if you do.
Allow them to self-select, or rule themselves out, before they even get to you. They know what they want and if you’re not it, that’s okay because there are others out there who are the perfect fit.
Being all things to all people, doesn’t inspire loyalty. It dilutes your brand and message.
Know who you want to do business with, or who you want in your organization, and write to that person. Craft your marketing message like a love note written to your ideal.
There is no point in luring someone in under claims of something you’re not. Sure, you might get them to buy what you’re offering once but eventually they’ll realize the purchase wasn’t what they were looking for and they won’t return. They may even feel bitter and misled afterwards.
If one-off business works for you, then by all means when the adventurers walk by, sell them Mt. Everest. When the introverts visit, entice them into promises of a good book by a roaring fire.
But if you want to create a loyal customer base with a strong brand, you’ll understand who you are and who is your ideal, and you’ll speak just to those people.
In the interest of story and resolution, and since I’ve already shared an uncomfortable amount of my personal life – at least for an introvert – it suffices to say, I spent about 3 days on the site before I took my profile down.
It wasn’t for me. It reminded me too much of a menu.
Knowing who you are is as important in life as it is in marketing.
Photo credit by Floodllama