#1 Marketing Strategy: The Heart Is Mightier Than The Head

I suppose it’s natural: When a company engages its marketing strategy, they think that the best thing to do is to appeal to my comforts. Just this morning, I received a flyer through my postbox from a major gas supplier that read, “Discover the secret of a warm home…Keep your home warm and working this winter.”

Now, don’t get me wrong! I want a warm home and I want the warmth to work throughout the winter, especially in the Yorkshire Pennines where the winters can be particularly harsh.
But here’s the thing: I’m with a different gas supplier, and I have no reason to believe that they won’t be able to deliver warmth to my home. They’ve done so in the past without any hassle!
So what will happen to the flyer that came through my postbox this morning?

Frankly, it’s headed for the recycle bin, and I won’t be making any changes to my gas supplier.

But what if that flyer said something like this: “Share the warmth of your home…with their home”? In other words, what if the marketing campaign of the gas company wove into its attempt at my custom a strategic concern to provide heating for those who may be impoverished and subsequently without it?

If I knew that a portion of the profits that company made from me would be invested in supplying others less fortunate with warmth in the winter, I might be tempted to switch even if I didn’t need to.
Perhaps they are doing something like that, but then tell me about it.

There are so many companies or retailers doing the same thing or selling the same product, yet all are looking for ways to suggest that they are doing it differently. I don’t buy it!

Tell me what you’re doing for others, because that way you speak to my heart. And if you persuade my heart, you’ve virtually won my head. There is the saying, “The pen is mightier than the sword.”  I would suggest that marketing strategists need to wake up to the possibility that, “The heart is mightier than the head.”

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