It’s About Building a Community

Yesterday was the 10th anniversary of Michael Jackson’s death.

So the TV talking heads spent a bunch of airtime debating whether it’s OK to enjoy the King of Pop’s music.

The debate goes like this…

On one side are those who cite allegations that Jackson molested children. You can’t separate the art from the artist, they argue. If the artist is a criminally perverted creep, you should reject his art.

On the other side are those who say the art should stand on its own. Michael Jackson created beautiful music that made/makes people happy. Sure, he might be a creep. But that doesn’t mean you should deprive yourself of his art.

Interesting debate.

For some, the quality of the product trumps all other concerns.

For others, the qualities of the creator/vendor cause people to shun an otherwise appealing product.

So it goes in mass entertainment.

So it goes in business.

You’ve created a great product or service. Better than others. Perhaps the best.

Some prospects will weigh your product against other options and choose yours…

…no matter what…

…because it’s better.

But like it or not, others will judge your product or service not just on its merits. They’ll also judge you and your people.

They’ll consider: Were they nice when I spoke to them? Did they make me feel comfortable? Do they care about me or do they take me for granted? Do they value me when I purchase, or am I just another transaction, an anonymous noone with a customer ID number? Are they likeable?

All of that stuff matters.

Not to everyone. But to enough people that it will affect your business.

Marketing is not just about attracting a prospect and closing the sale. It’s about building a community of prospects and customers who know, like and trust you.

That’s why it matters…

…What you say and how you say it when you pick up the phone…

…How you say thank you when the deal gets done…

…What you do to deliver value to prospects and customers before and after the sale…

…How you demonstrate that you care and don’t take customers for granted.

Sure, you can ignore all that stuff and just let the product or service stand on its own merits. You’ll sell some.

But those who believe you can’t separate the art from the artist (and there are plenty of those people) — They’ll turn elsewhere even if that means depriving themselves of your great offering.