All Marketing is One-on-One
All marketing is one-on-one: one you and one client.
You standing in front of an audience of thousands.
Your website representing you to the teeming masses of internet users.
Or you talking face-to-face with one person.
It doesn’t matter. It’s always one-on-one: one you talking with one other person.
Each person in that audience of thousands, each internet user in that teeming mass, and that individual you’re face-to-face with is one person. One person having his or her unique experience of you and your work.
The more you recognize this, the more successful you’ll be. Because when you recognize that you’re talking to just one person at a time, not hundreds or thousands all at once, you have the perspective you need to create an intimacy between you and that one person – an intimacy that your potential client will feel and respond to.
If this one person is right for your work, he or she will respond by coming closer in some way – perhaps by signing up for your newsletter, coming up to talk with you after your speech, purchasing a product, or calling you to book a consultation.
If this one person is not a good fit for your work, he or she will respond by moving away – leaving your website, walking out of your presentation without a backward glance.
In both cases, that’s exactly what you want to happen. You want your message to screen out those people who aren’t right for you, and to screen in your best clients.
It’s easy to overlook this one-to-one reality. When you’re standing in front of that audience of thousands, there’s a sea of faces out there. You don’t know when someone is reading your website. If you’re leading a teleconference session, you don’t even have faces to look at – you just have to take it on faith that there are people on the line.
Of course you know you’re talking with just one person when you’re face-to-face.
What if you took that one-to-one knowledge – that one-to-one feeling – into all of your communication?
Your website’s home page
Before you read any further – go read your home page. (How long has it been since you read your own website?)
Does your home page feel conversational and personal, or is it purely informational and impersonal?
Your home page’s language can address multiple options and even multiple audiences and still present your message in a way that feels like a direct, personal message to the people who need to hear what you have to say.
Your sales pages
I once heard someone describe his sales-page-writing process as “writing love letters to clients.” I think that’s beautiful, and it’s a great expression of what I’m suggesting.
What if instead of writing a sales page – with all the heaviness and anxiety that implies – you wrote love letters to your potential buyers? How would that change your feelings about writing sales pages? And how would it change your message?
When you present your work in video, on podcasts, in teleclasses, or through in-person speeches and presentations, do you find yourself talking to an amorphous “audience out there”?
How would your energy, the tone of your voice, and your excitement and passion for your subject change if you spoke as if you were addressing just one person?
Who is it?
Who is the one person you’re talking to?
Knowing that one person means knowing how to write your side of the conversation on your home page.
Knowing that one person means knowing exactly what words and tone will feel like a love letter inviting that one person to understand more about the value of your relationship with him or her.
Knowing that one person means knowing how he or she wants to learn from you in your presentations.
When you don’t speak to just one person, you dilute your message. It’s almost impossible to write a clear, compelling message when you’re writing to an undifferentiated crowd.
Each and every person in that crowd is experiencing you as an individual – as one person. Isn’t it time you gave each of them the same respect and consideration?
“You can’t love a crowd the same way you can love a person. And a crowd can’t love you the way a single person can love you. Intimacy doesn’t scale. Not really. Intimacy is a one-on-one phenomenon.” Hugh Macleod, American cartoonist and author, from his ChangeThis manifesto “How to be Creative.”
The person who calls sales pages love letters? It’s the fabulous Fabeku Fatunmise, at http://www.fabeku.com. Funny, brilliant, and definitely out of the ordinary!
Posted under Authentic communication.