15th February 2019 Claire Hawes

What courtship can teach you about attracting customers

And the results? When you inject a little courtship and romance into content marketing, they’ll be much bigger than you might have imagined

Let’s talk about courtship.

You know, that enchanting period when one person gains the attention of another. Then seeks affection and love with a view to marriage.

Perhaps in these days of instant gratification, you think courtship is old fashioned.

But think about it for a moment. When you rush into a relationship, you put yourself in danger of saying things you don’t mean. Arousing expectations you cannot fulfil. Worse still, making the wrong choice.

Whereas when you follow universally acknowledged courtship rituals, you take time to get to know a potential partner.

At the same time, you build trust and commitment and more importantly, the foundations of a long term and healthy relationship.

So what’s the lesson in this for businesses?

Similar to courting, the purpose of content marketing is to get potential customers to know, like and trust you.

Therefore it follows that if you put time and effort into courtship, you’ll get a payoff because your prospective customers will be more vested in your relationship.

Follow tried and tested courtship rituals, and you’ll have a match made in heaven.

Let me show you how this works.

Dress to impress

Like the peacock that displays its feathers to attract a mate, present the best possible version of your business.

To do this, pay attention to your social profiles. They say a lot about who you are and what makes you unique.

In particular:

  • Be genuine
  • Avoid cliches
  • Don’t waffle
  • Check your grammar

A word of warning. Don’t try to ‘big’ your company up. You’ll end up sounding conceited.

Start flirting

Now that you’re dressed to impressed, you need to let prospective partners know you are present and available.

Charm and engage them with interesting and visual content that’ll make them feel good. Tactics you can use include:

Give tokens of affection

Then just like the admirer who offers tokens of affection in the form of flowers and chocolates, woo your intended customers with useful and helpful content such as:

And so on.

Keep the conversation going

In an old fashioned courtship, an initiator would need to approach his intended’s parents to ask for permission to court his daughter formally.

In business, data protection rules mean you need permission to keep in contact with regular communications.

To get consent to continue with your courtship, you can add a lead magnet (a piece of content in exchange for an email address) to your website.

Get to know one another

When nurturing a relationship, a couple asks sincere questions to determine compatibility.

When your prospective customer moves through its decision-making process, from awareness through to interest and desire, invite conversation with leading questions such as: ‘‘Who knows the secret of the Black Magic box?’ (Black Magic chocolates)

Proposal and first kiss

Once your intended is clear about a match of interests and goals, it’s time to get down on one knee and propose.

To guarantee your intended will say ‘yes’, give reassurance by making it clear what it can expect when it clicks on your call to action.

To do this, use simple, friendly and approachable language.

Marriage

Once you’ve tied the knot, your work isn’t over. Communication is the key to a love that will last.

So listen closely. And in your written communications, ask for feedback. Also, remember to show your appreciation. And use positive and empathetic language.

It all adds up to this

From flirting through to proposal and marriage, to build bonds that lead to lasting client love, it pays to follow tried and tested courtship rituals.

So put a little romance into your marketing and court your customers.

Now share the love.

And finally

If you’d like help with courting your prospective customers with persuasive and romantic words, drop me a line about copywriting services, and we’ll set up a time to chat.

Claire Hawes, copywriter and owner of The Content BoutiqueAbout Claire Hawes

Claire Hawes is a marketing communications copywriter. She enjoys writing engaging copy that helps businesses to get noticed and attract enquiries. Claire’s experience mainly lies in the business to business sector. Her clients include both businesses and digital marketing agencies.

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