Here’s the thing about branding and marketing: most of the time we think that it has to be as big and bold and loud as possible. We want one tiny branding message to reach and be acted on by the entire world. It’s the mentality that makes car dealership owners shout and wear crazy costumes during their commercials.
Covert marketing is sly and smooth and, when done properly, the recipient of the marketing effort doesn’t know that you’ve been trying to sell them. They are convinced that their impulse to check out your site, buy your product or talk to their friends about you is their very own idea. It is the best kind of marketing possible because it relies on real people to say genuine things. One person says one good thing about you to two friends. Those two friends tell two friends, etc. You’ve heard the analogy before. So how do you do it? How do you get in there without being obvious and potentially alienating the recipient?
Be a Human First
One of the first rules of marketing and networking is to realize that networking and marketing opportunities are everywhere. A chance meeting in line at the coffee shop, if played right, could lead to your next business connection! If you look at every person you come across as a potential sale, though, you’re going to alienate more people than you attract.
Try to relate to each person you meet as a human being. Don’t mention your business. Instead, say “it was really nice talking to you. Can I give you my card?” If the person says yes, give him or her your card. Or, you can be more direct and ask what the person does for a living. It is one of the laws of polite society that questions about occupation must be reciprocated. When they ask what you do, tell that person and hand over a card. Then let the conversation move along naturally.
Always Put Your Best Face Forward
Do you remember when we talked about the importance of always using and giving away high quality stationery supplies? This is true out in the world, too. Actually using high quality products in natural every day settings makes people curious about you. Leaving notes on company stationery, signing credit card slips with good pens, etc: it projects a subtle air of success.
There is no reason to use a generic cheap pen when you have branded high quality merchandise that doubles as a marketing ploy at your disposal.
Using the above example, with the exchange of business cards “in the wild,” it is important that you not hand over a hand printed card or something that is poorly designed. Your business card is your first impression and since business card printing has gotten much more affordable, even bootstrapping startup entrepreneurs can hand over beautiful cards.
Trust us: ink jet printed business cards stops working once you leave your college campus. Go pro or go home.
Finally: Let it Go
So many branding messages and marketing attempts have a distinct air of desperation about them. Desperation kills sales. Instead, focus on the connection and if a sale happens as a result, great! If not, there are other opportunities out there. This works on you when you shop somewhere, right? Being descended upon by employees makes you want to run right back out of the store. But a shop employee who greets you warmly and then leaves you alone (but is happy to answer questions when you approach them) makes you want to buy twice as much, right? And, if you’re focused on the person and not the opportunity, you won’t have any trouble putting your blatant selling techniques away.
This all probably feels counter intuitive to what you’ve already learned. Trust us; taking a relaxed approach and letting your materials do the work for you will go further and farther than any “hey, look at me!” approach you can think up.