Being a purebred Siberian Husky, Cain has evoked plenty of interest and comments from fellow dogwalkers, friends and random observers (or “randoms”, as my daughter calls them) wherever we go. When we’ve taken him with us on roadtrips (usually defined as delivering him to or picking him up from my son’s latest place of residence), we’re always hearing comments of praise and admiration from people along the way, usually followed cautiously by “is he friendly?” or “will he bite?”. While his wolfish appearance might seem threatening at first, I’ve found that school-age kids have the least amount of hesitation or fear in approaching him, followed in increasing order by older men, stay-at-home moms, owners of “kick-me”-type dogs (ie. Shih-Tzus and Yorkies), pre-school children, other dogs, and of course, door-to-door solicitors. But in every case, he draws attention – because he’s unique, because he’s interesting.
Our recent walks have continued that theme. This morning was a female jogger, iPod-equipped (as was I), coming up from behind us. Before I could answer her typical “is he friendly?” greeting, she was crouching down next to Cain, stroking his thick coat and mimicking the baby-talk she’d obviously been practicing at home for years. Other days it may be “Dave the Neighbor” coming out to say hi, accompanied by his two spaniels that he took in after a shelter rescued them from abuse. Or on those few days when I was ahead of the bus, the schoolkids on selected corners would excitedly surround Cain with just enough caution to make me grab his harness so he’d keep calm, allowing the kids to relax. A little intrigue (maybe even a little danger) mixed with an attractive appearance – that’s what makes him unique and interesting.
Relationships with people are often much the same. We’re attracted to interesting people; people who are entertaining, physically attractive, have a unique point of view, have done different or exciting things, have an engaging personality, or even present some type of mystery about them. Consider the class clown in school, the Hollywood heartthrob, the mountain climber, or your local CIA agent. But while the initial attraction may be more artificial (their appearance, job or showmanship), our real relationships develop where there is an enduring interest beyond the first impression. These relationships come from a sense of caring and trust that brings mutual value to both parties.
Beyond our personal lives, we also need relationships in business to be truly successful and fulfilled. With the advent of social media and digital marketing, one may think it’s relatively easy to “sell” a product or service by littering the internet with sales pitches and catch-phrases that tout your wares or laud your expertise. But the truth is, “no one cares what you know until they know that you care.” One size does not fit all anymore. People won’t flock to your website and buy your goods without knowing more about you. Where is the value of what you have to offer to me as a customer? Why should I have a business relationship with you? Where is the trust? Who are you?
Digital marketing can be highly successful using relationship-enabling websites and blogs, combined with effective use of social media tools such as Facebook, Twitter, YouTube and Meetup. But it takes much more than a traditional advertising approach across the digital landscape. You need to build a base for developing new relationships; share who you are, be interesting, offer something of value, build trust and credibility, engage in other’s online conversations. Show that you care.
By building your personal brand and reputation online, you’ll begin to draw a crowd. Stay true to your brand and listen to what your customers tell you – their feedback is valuable to improving yourself and your business. Then get out in the real world and cement these relationships in person. It may be a digital world, but the care and nurturing of your personal relationships are what will truly drive your business.
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Went to the Red Wings game vs. Calgary on Tuesday, thanks to my good friend Jim Campbell. If you’re in Livingston County and looking for commerical insurance, drop him an email at JimCampbell@hartlandinsurance.com.
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