Love me!

What’s love got to do with it?

Well a lot actually. In a world of never-ending choices we only have room for the things we really love. I found this out after recently moving to a house with very little storage. What to keep, what to chuck and what to box up never to be seen again until the next time I move? There was only room for what I really loved. And so the mantra of ‘if you don’t love it, don’t keep it’ was pinned to every wall in my house. We hired a skip!

This is true for most products, brands and services we choose in our day-to-day lives. We are so busy and so time-poor that we just can’t love everything. So anything new we are presented with we quickly make a judgement about – comparing it to all the other things we already love!

So if you are a new offering how do you get people to love you? Being different just for sake of it may get you noticed, they might try you simply because you are new – but will it get you loved? Look at your competition, is there a reason why some of them seem to offer the same thing – is it because they have found that thing their customers love? Once you have turned their heads how can you keep them choosing you? Think about all the brands, products and services you use, I bet you will see that some you have been using for a long time – because you love them and nothing new has come along that’s good enough to make you change.

Getting your customers to love you leads to loyalty and recommendation – two of the most precious things in marketing.

But remember love is a two way street – not only do you have to make your customers love you but you have to love them in return. When did you last do something to say thank you to your customers?

If you think the love concept is a bit wishy-washy… note that Saatchi and Saatchi have the ‘love marks’ site:

How Do I Know a Lovemark?

Lovemarks transcend brands. They deliver beyond your expectations of great performance. Like great brands, they sit on top of high levels of respect – but there the similarities end.

Lovemarks reach your heart as well as your mind, creating an intimate, emotional connection that you just can’t live without. Ever.

Take a brand away and people will find a replacement. Take a Lovemark away and people will protest its absence. Lovemarks are a relationship, not a mere transaction. You don’t just buy Lovemarks, you embrace them passionately. That’s why you never want to let go.

Put simply, Lovemarks inspire ‘Loyalty Beyond Reason’