A Response is Marketing

Have you ever pushed a crosswalk button a thousand times because you’re in a hurry and you’re concerned it “didn’t take?” Today, in Toronto, I pushed a button and it lit up to tell me, “Hey, yes you did indeed push me.” Wow, I thought. A response. crosswalk light

Sometimes, I have email in my inbox from people who have sent me email a few days before. They’re pushing the same button. They’re saying, “I really hope you’ll respond soon.” I’m that black crosswalk button without a light to tell them they’ve been seen.

A Response is Marketing

One of humankind’s greatest needs is to feel wanted. An extension of that is the feeling that we need to be seen. From early childhood, we start this dance of “mama! Mama! Look at what I’m doing!” I feel we never really grow out of this.

It’s also courtesy. I’ve said something. You acknowledge me. Right?

Responding is marketing, is business, is an opportunity. How often aren’t you responding? How often aren’t you marketing?

It’s amazing how many times people say to me this: “I can’t believe you replied to me!” Every time, it’s like I’ve performed an act of magic. More often than not, though, it’s the opposite, “Just sending you a follow-up, as I haven’t heard back.”

Like anyone, I have a long way to go until my responses match my marketing. What about you?

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