Think of marketing your company as going on a date, with one objective – SCORE.

I know, sounds weird, but go with it for now.

You pitch up at your date with a small gift and a list of your abilities and promises. You introduce yourself and then start telling all the wonderful philosophies you have, the statistical information about yourself, and spew out several non-relatable stories.

By the 3rd course, you go down on one knee and ask them to marry you.

Sound right?

No? Then why do we do this in business?

It has to be subtle. You’re going to have to woo and win them over first. And to do this, you going to have to pick one of the two paths available.

Option 1

You can either warm them up, earn their trust, develop a relationship and then seal the deal over a period of time. The more they get to know you, the more comfortable they become, and slowly your odds of getting to third base increase.

After a few more dates, you win them over, and there is your home run.

Option 2

The other way is you can go in there guns blazing, and wow them with your charm, charisma and courage. You just “get” them, they are comfortable, they feel safe, and you make them feel absolutely amazing. You need to show them some lovin’, this is your “why”. Now move this to home base.

Having said this, just notice one thing here, quick.

Option 1 is your brand awareness, option 2, is your OPPOSITE to brand awareness; it’s your cold sale.

One is slow and steady but risky as they could disappear if they get a better offer. However, if you did some lead generation by going on multiple dates you have the law of averages on your side. The more dates, the better your chance of scoring. (You know where I am going with this, so just roll with it).

The second is quick, slightly harder, which needs some game and guts, and a little more budget to spend on the expensive champagne, the seafood platters at a fancy joint, followed by a night out on the town.

It has a higher risk as you could accidentally misread the situation or be too overwhelming, (exactly like an advert could be too).

Higher risk, but the rewards are faster with better ROI.

I am not dissing brand awareness. Brand awareness is something you focus on once you are paying your bills, your head is slightly above water and ready to move to the next level, perhaps an engagement ring or two (depending on how many dates you are wooing, of course).

But right now, you need to get money rolling in and seal the deal.

“Ya gonna have to be a playa, Playa”.

So you picked to option 2? Good, now get to know the rules first.

1. Think like a sociopath.
2. Be an emotional pimp.
3. Turn losers into winners and keep winners as winners.
4. Be emotionally disconnected.
5. There are two types of marketing gurus.
6. Social media marketing is a new religion, best convert now.
7. Don’t give up! I mean it!

No matter what product or service you offer, successful campaigns rely on two types of principles that rely on two emotional targets which, if you keep up, will be explained in the next few chapters.