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Recently I discovered this great blog through MyBlogLog called the The Art of Intimacy. It has nothing to do with marketing or the web. Jennifer, the author, just writes about life and love. What could me more important? I have always been under the mindset that it did not matter what the subject matter was when it comes to writing as long as it is well written and interesting; which this definitely is. I was reading this one post named “Be Tender with My Love” and a specific line really stayed with me. She wrote:

“For some there is a deep fear involved in loving, in sharing, in disclosing, and in intimacy.”

I was thinking that this quote could also be used when talking about marketing and advertising. People, especially these days, are cynical, just like when it comes to love. They have been hurt and annoyed and frustrated in the past with products and services they have purchased. Just like when your heart has been broken, you are more hesitant to jump into another situation that you are unfamiliar with and risk getting hurt again.

It seems that a lot of discussions both in the board rooms as well as the blogosphere is about how to get a target markets’ attention. Whether it be online or offline, how do we get people to come over to our store, web site, etc? I have come to believe that this kind of thinking is putting the cart before the horse. What should be discussed first is when we get potential clients or customers to check us out, how are we going to create a connection with these people? What is going to differentiate us from our competitors? In other words, how can we get them to trust us and hopefully love us?

There’s been a number of great articles out there on new and innovative ways to market to users. Though what I think is continually overlooked is what happens once we get the attention of those users? What is the customer experience? You can get all the attention in the world but if none of that attention turns into revenue, what was it all for?

Stay tuned for a follow-up on this.

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Technorati Tags: MyBlogLog, marketing, advertising, love, potential clients, customer experience