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Speed Dial: 60-Second Marketing Insight Newsletter
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On the surface, today's 'Speed Dial' may seem like it has nothing to do
with marketing. Giving better compliments?! How does that fit in a marketing newsletter?
Here's the two-word answer: Target Audience.
Any effective marketing initiative begins with a deep understanding of the needs & wants of a particular target
audience. We want to develop in-depth insights into our customers' attitudes & motivations so we can better
tailor our products and services to fit them.
And so it is in our personal lives. If we just take a moment to think about the people around us, we can enrich our
relationships with a few well-chosen words that offer validation, appreciation & affection.
So to give a great compliment, think about your target audience and:
1) Aim Especially High
"You look nice today." "Hey, good job on that presentation." "You were
great out there this time."
Good, solid compliments, right? But think about it. Haven't there been times when something about those comments
rubs you the wrong way? "I look nice TODAY? Because what, I usually look like a hamster in a hurricane? On that
presentation... this time... because normally I'm about as useful as a box of belly-button lint?"
The solution? People will never second-guess your compliments when you add my magic word- - "especially"- - because
it offers affirmation on a subconscious level. Look how powerful one subtle word can be:
"You look especially nice today...you did an especially good job on that presentation...you were especially great
out there."
2) Shoot Straight
Some people can't give a simple compliment to save their lives. You know the
type. Mozart was a "pretty good" composer. Alexander the Great with his whole conquering-the-known-world thing?
"Not bad." And sure, that Mona Lisa chick "cleans up okay", too.
If you find yourself becoming a compliment miser, quit using qualifiers and give the gift of a compliment
generously, with no strings attached.
3) Hunt Rare Game
You know that woman with the beautiful blue eyes? And that guy with the perfect smile? You've probably complimented
them on those, haven't you? That's a certainly nice thing to do, and they appreciate it.
But...
...as much as they enjoy getting praised over & over again on one feature, it's in one ear and out the other by
this time. Skip the easy, obvious compliments and instead discover something else that's especially wonderful about
them... they'll be completely delighted.
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Now that you've got some extra insights into how you can make your compliments even more impactful, have fun making
your "target audience" feel good this week- - and I'll see you next Tuesday! - Marie
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