There’s a song by Hunter Hayes called “Wanted” – you can watch the video here – and it was really strange because the last time I listened to it, it made me think of marketing.
It’s not about marketing, as you’d probably guess. It’s a love song, and Hunter Hayes wants to make his girl feel … well, wanted.
But if you look at the lyrics and overlook that they’re sappy and meant for a girl, you could potentially apply them to marketing.
“As good as you make me feel, I wanna make you feel better …”
A business feels good (makes money) when someone purchases from them and/or uses their services, but the business knows that to keep customers coming back, they always need to strive harder to keep the customer happy (feeling better.) Like a girlfriend, a customer will know when a business has become complacent.
“I wanna make you feel wanted
And I wanna call you mine.
Wanna hold your hand forever
And never let you forget it.”
As a business, you obviously don’t literally want to hold their hand, but you do want your customers know that you’re with them for the long haul. Product issues? Fix them. Warranties? Honor them. Keep your customers forever by making them feel like you’ll take care of them forever.
“Anyone can tell you you're pretty, yeah
And you get that all the time, I know you do.
But your beauty's deeper than the make-up …”
Customers are smarter than they’ve ever been, and they know when you’re just giving them lip service. Don’t just tell them they’re great customers, show them.
That song will just never sound the same to me.