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Marketing

Looking through the lens of love

How differently does something look when looking at it through the lens of love? And what exactly does this mean?

To put it simply, when we create a social media post, a landing page, a flyer or some other marketing asset, are we considering whether we’d be comfortable with the marketing message if it was put in front of the eyes of someone we love?

Can we say with certainty that the message isn’t teetering on misleading, maybe a little pushy or (like some ads), deceptive? If we’re totally honest with ourselves and the message leaves even a little sour taste in our mouths then perhaps it’s worth a rethink.

I’m not being judgemental, I’ve made posts which didn’t sit well. This type of post is common and often born of desperation. We desperately want to share our gift but are unclear on how to do it, so we might come across the wrong way. People pick up on this and it’s a turn off.

Let’s think about how we can tweak our message so it leaves us feeling good and the audience feeling great.

I imagine a ‘love machine’, sorry, couldn’t think of a better name! We put our sentences in and a new sentence pops out after having had the love treatment.

sentence in…

…sentence out

Here is a simple example:

“Buy now at 50% off only until midnight!”

How might putting it through the love-machine alter it?

“We have a 50% sale which is ending soon and we’d love you to try our product.”

It’s honest about intentions (we’d love you to try our product), there’s no urgency or pushiness. It’s just nicer, isn’t it? This is a very simple example but you can see how the change of tone and language leaves you, the poster, feeling good.

Before every post you write, put the message through the love machine and see what comes out. It’s a lovely thought-experiment which gets easier with time. Available on the resources page.

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