Remember middle school? Sure you do – it was that agonizing few years when everyone was growing too much or too little or just plain wrong. And hairy.
Your body was flooded with hormones and all the itinerant mood swings and cravings and irrational outbursts. It was like being pregnant without all the presents and bed rest.
But there were those kids – the one who glided effortlessly through adolescence. His hair was always perfect. She was funny and self-assured. They set the standard for successful Life in Middle School. And with an intoxicating mixture of admiration and envy, the rest of us all harbored crushes on them.
What does this have to do with marketing?
The other day, I was doing some research online and came across a business site that made me weak in the knees.
They had me from the About Page, which was far different than many business pages you find online. Instead of the usual chest-beating of “Who We Are,” “What We Do,” “Why We’re Better,” this page told me “Your needs are important,” “Here’s how we can help,” “These are the ways your life will improve.”
I love it when a business talks about me.
I also love it when a business shows personality, which this particular site did extremely well by inviting conversation and actually participating in that conversation via the company blog.
I didn’t just want to hire this company – I wanted to hang out with it. I wanted to be invited to its birthday party at the skating rink.
That’s a brand crush, and if your brand isn’t crushworthy to your audience, you’ll just get lost in the crowd.