Connection Vs. Control

Truth is an onion.

The real, core truth of a concept is concealed beneath layers that most people ignore or neglect.

You can always go deeper.  You can always peel away one more layer. 

Maybe you’re afraid, because the very layer you caress between your fingers is the one that everyone else believes to be the essential truth.  It’s the layer that everyone else focuses on - the layer upon which everyone else’s marketing strategies, advertising campaigns, and mission statements are based.

But you’re not like everyone else, are you?

When it comes to capturing the heart of the female customer, the overriding mantra being chanted by marketers today is:

Connect with her and all is well.  

Connect with her and all is well.  

Connect with her and all is well...

Too many marketing-to-women strategies and campaigns have failed on the concept of “connecting” with the female consumer.

It’s not about connection.  It’s about CONTROL.

Connection is a process.  Control is ownership.

A business can’t create connection.  It can only give its customer the information and experience she desires so that SHE can connect your brand with all that is good and right in the world.

Giving her control means:

1.  Information is not withheld.  You provide all of the answers to her questions, before she even has a chance to ask them.

2.  You strive for transparency.  There’s no fine print, no shell game.  Phone calls are returned, mistakes owned up to.  

3.  You give her the peace of mind to know that you are taking care of everything that can and should be done.  Peace of mind means that when inevitable mistakes do occur on your part, it’s very easy for her to forgive you.

4.  She feels like she’s having an honest dialogue with you.  She has a voice in your relationship, and feels valued.

It’s up to you to give her the control she needs.  Total control provides every possible opportunity to let the customer decide where you fit into her world of connection.

What do you want your customer to feel - out of control, or in control? 

What are you doing to ensure that she feels in control?  Do you have a system in place for information, transparency, and dialogue?

That system could be the key to the fanatical customer loyalty you dream of.

Go ahead.  Peel down to control, then let her do the connecting.  

She’ll love you for it.