This morning on my morning walk I saw a woman and a puppy coming toward me. The puppy spotted me and stopped. She tried to pull his leash, but to no avail. They were 100 feet from me, but he stood, wary, poised, and stopped. She ended up picking him up and carrying him around me. He didn’t bark – he just looked at me calmly.
It made me think of the people we meet every day who view us similarly. Wary, poised and stopped. They’re not sure what to think… friend or foe? It takes a little time to get to know!
And so this is one of the issues overcome with good marketing. It’s not only exposing you and your company to new opportunities, but making those opportunities turn into something sooner than later. Often that is through some sort of warmth introduced into the process – like a warm referral – letting both parties know “friend”.
It’s not the puppy’s fault. All the puppy knows is that this could be good or bad. There isn’t much else to go on, is there? With potential customers and partners it’s the same thing – it could be good or bad. But someone with a view of both parties can help eliminate the guesswork.
Without the warm intro, sending an obvious message that signals to the recipient “friend” is a good approach. Coming up to the puppy with a biscuit in my hand? I’m guessing he’d understand “friend” even from a distance!
Ad and other outreach from you to others that touches their hot buttons the way they want to touched is a good way to get off on the right foot. It’s a warm starter.
Next time you’re outreaching, making it a warm one!