In Dale Carnegie’s seminal book, How to Win Friends and Influence People, he outlined various techniques to get people to like you. Some of his advice included:
- Arouse in the other person an eager want
- Become genuinely interested in other people
- Talk in terms of the other person’s interest
Kind of sounds like the basic principles we learn in advertising and marketing.
When it comes down to it, we’re in the business of human nature. It’s not really about the new social media platform, promotional offer program, or web analytics. Those are important tools. But they don’t replace the core principles of human motivation. People want to feel better, get more out of things, be loved, feel like they matter. Our customers aren’t target audiences. They’re not personas. They’re people. Just like any of us. It’s sometimes easy to forget that.
You can sum up all of his advice into one basic idea… care. Care about other’s thoughts, ambitions, desires. Care about making them feel good about themselves.
Think about that the next time you develop your next campaign. How can we show our customers we care about them? You’re bound to generate new ideas that are truly compelling.