treat your marketing strategies like an online dating profile

treat your marketing strategies like an online dating profile

you can pretend that you have no idea what it is like to fill in an online dating profile, or you can drop the facade and apply some solid knowledge to your business.

alignment. that is essentially what algorithms on dating sites aim to do well. their pitch is that they are able to put your profile in front of the ideal set of potential “dates”. your goal, is to appeal to your ideal “date” and give them enough of a sense to want to get to know you more and contact you.

remember, your intention is to get as many messages as possible from as many ideal candidates as possible – so that they can begin to get to know you.

what you should be avoiding, is trying to overwhelm them with your personality, pretend to be something that you are not, or risk sounding and looking like you are out for a committed long term relationship, when all you are really seeking are casual flings.

how does this apply to your marketing, communications and branding?

a) stop trying to be generic and appeal to everyone, you appeal to no one – and your response rate shows that.

b) stop telling them every little thing about who and why you exist – focus on giving them just one or two reasons why they should get to know more about you (visit your website, give you a call, visit a store, pick up your product, trial your service, etc…)

c) remember your intention. you want the right people to be interested in you. so align what you want to do, with what they want to do.

d) remember that you are not right for everyone, so when you start whining about what your competition is doing or complaining about circumstance – chances are it is because you really don’t know who and why your brand is/exists.


hot soup media is a creative agency, headquartered in Vancouver BC and provides graphic design, website design, AD design and branding services to our clients. hot soup media has the people, the processes, the tools, the knowledge and the intuition to be the ideal business/agency partner for your [company, campaign, vision, brand, product, service]

March 19, 2014 0

designing a great website – step 2

designing a great website – step 2


build groundwork

step 1 was about establishing core guidelines as well as laying out some initial assumptions. for a web designer, u/x designer and developer assumptions help map out ideas, but the key to building a great website is actually testing those assumptions.

we all would like to believe that our businesses are truly unique and there are no competitors that could do what we do. 99.99% of the time this is the first assumption that is thrown in to the bin. a critical activity in website design and development is a competitive audit – which means establishing a peer group to baseline against. what is often overlooked is including ideas and benchmarks from other industries who engage with the same target audience.

the reason why most successful companies enlist a creative web design agency is to provide unbiased and objective feedback/evaluation of the existing site and to revisit the goals and objectives.

this is also technology is explored as well as sources of content and resources for ongoing site maintenance.


December 10, 2013 0