In my last post…
I showered a fountain of high praise on the value of systematizing your marketing…
As I so astutely noted (not to toot my own horn too much)…
For small businesses, effective marketing boils down to ease of use. In other words, the less time + least amount of effort required, the better. As in, the better chance time-strapped small biz owners have to hang on to some semblance of a real life.
And as I highlighted in my ode to systemization…
With a sound, solid + repeatable system in place, you can streamline and automate your marketing efforts. And streamlined, automated marketing, with the right fine-tuning, promises maximum results with minimum effort.
But as valuable as marketing systemization can be…
Far too many small businesses are making a critical mistake… In the rush to systematize-streamline-and-automate marketing – the personal, HUMAN quality is often sucked out of your marketing. And you wind up pumping out bland, soulless, marketing messages of the corporatized variety currently terrorizing the populous at large.
All which means, retaining a personalized, human quality in your marketing is MISSION CRITICAL to the overall success of your biz.
And believe it or not, my 5yr old son really HAMMERED this important point home on a recent family getaway to Las Vegas…
An Important Marketing Lesson Reinforced at a Las Vegas Buffet
On a bit of whim a few weeks back, Wifey, Junior and I decided to get out of dodged for a few days. So we lit out midday a couple of Fridays ago – braving Los Angeles to Las Vegas traffic – and grabbed a weekend of R’nR in Vegas.
We did Vegas “family-style.” Which means… Strolling the Strip and marveling at the spectacle that is Las Vegas (it was Junior’s first trip to Vegas, after all) … Some shopping (when Wifey’s aboard, every getaway includes some shopping) … Pool time (everybody loves to hit the pool in Vegas, right? RIGHT!) … And eating (also a common fave among Vegas visitors. At least among Vegas visitors on my team, anyway ;—)
In addition to our usual “family fare,” we also observed a long-honored Vegas tradition… On Sunday, we hit the brunch buffet at the Stratosphere! (Luv a little kickback for the shout-out Strat-o-guys… Maybe a couple of free nights stay??? Holla at yer boy!)
Meet Pete, the Hardest Working Filipino Server in Vegas
As you’re no doubt aware, at a buffet, you serve yourself. Never-the-less, a server is assigned to your seating section. And it his or her job to serve drinks, clear plates and answer any patron questions.
Our server, Pete, a kind middle-aged Filipino gent, proved an exceptional server. From serving up drinks to clearing plates to making culinary recommendations to offering directions to the nearest bathroom, Pete was ON IT! He even organized an impromptu Happy Birthday serenade for a fellow brunch buffet diner.
But Pete’s most enduring touch? He capped off each patron exchange by proclaiming: “My pleasure!” My son immediately noticed Pete’s ingratiating flourish. Junior shared his observation with me sporting an ear-to-ear grin: “I like it when he says ‘my pleasure.’”
I gotta say, if a 5yr old notices your customer service, you’re doin’ something right… Nice moves, Pete!
What Does This Mean For Your Business?
There’s no doubt systemization and marketing automation are invaluable productivity tools. But don’t forget Pete, and value of giving your clients the “my pleasure” experience. In other words, don’t forget the HUMAN factor.
Focus on marketing efforts that…
== > Build a connection with your prospects + clients
== > Develop a rapport
== > And foster a relationship
Rather than just churning out bland, boring, predictable IN-human marketing messages.
Is Your Marketing Lacking That Human Quality?
Is your… Website sounding like every other automaton in your biz? Email marketing about as exciting as tepid drainage ditch? Social media garnering as much response a classified newspaper ad for a FLASH SALE on 8-Track Tapes? Stop by my Google+ page and let’s see if we can infect your marketing with some humanity.