Marketing 2.0: the conversation is the relationship
by Tim Johnson | posted on April 16th, 2008 | Marketing
Imagine, if you will, that you and I are engaged in an ongoing conversation.
Every conversation has a give-and-take, but in ours I repeatedly interrupt to draw attention to myself and how wonderful I am. Then I ask you for something – a commitment that you may or may not be ready to make. I do this over and over. I can be charming, but generally, this is the extent of our ongoing conversation.
There are two possible outcomes in this scenario:
A) You become enthralled with everything I say, and you do everything I ask.
B) You become annoyed or bored, and you end the conversation and move on.
Now suppose I was a better conversationalist. Imagine that I contact you only when I have something to say that is relevant to you. I know what really matters to you, because our conversation has been going on for months, and I listen to you. I give you information that you can use. I address you personally. You actually begin to anticipate hearing from me. I also give you opportunities to raise your hand to signal that you want to deepen our engagement, and I reward you when you do so.
Who are you more likely to respond to, Tim the Interrupter, or Tim Who Provides Value?
It’s easier than ever to contact people. But what kind of conversation are you having when you contact them?
2 votes, average: 4.5 out of 5
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April 16th, 2008 at 4:01 pm
great article
April 17th, 2008 at 1:22 pm
I heartily agree Tim! I remember years ago when my boss announced we were going to have weekly meetings. No sooner than you could have a sentence out of your mouth he had the answer asto why what you were going to say wouldn’t work.
Thanks for this article.
Bob
April 30th, 2008 at 5:53 pm
Oh boy. This article hits closer than I would like to admit. But the suggestions about better communication are succinct and immediately useful. Thanks Tim!