Do you remember “The Joy of Paining” host Bob Ross? Yeah, that guy.
He is no longer with us but for many years he captivated his audience with his soothing voice. A voice that could almost hypnotize you or at least put you in a temporary Zen-like state.
His calming voice did something else, it created a certain feeling author Andrea Seigel equates to “starbursts in your head.” Andrea has something called Autonomous Sensory Meridian Response (ASMR)—a term used to describe a sensory experience characterized by a pleasurable tingling feeling in the head and scalp, often sparked by sounds like whispering and visual stimulus like painting.
So, what exactly does this have to do with marketing and converting more prospects to customers?
Great marketers are great listeners.
People with ASMR are members of a group with an almost unreal sensitivity to sound. Andrea Seigel says people with this sensitivity have a “super human laser.” They are AMAZING listeners.
Now, think about your marketing efforts. How can you better market your business by listening?
Author Dan Pink wrote a popular book titled “To Sell is Human.” In the book he details something called attunement—attuning yourself with others instead of focusing too much on your vantage point. It turns out if you see things through another’s perspective (in this case, your ideal client’s perspective) you’ll be way better off. In fact, great listening is step one to giving your brand purpose and attracting the right customers.
People who are attuned to others do better than individuals who push.
And that’s the lesson: Attunement, um really listening, is marketing power. In fact you should work on honing your own “super human laser” and work to improve your listening power daily. If you’re a good listener you’ll be a good marketer.
Your customers are your most important asset, really. They give you business so in return you need to listen to their concerns and more. The more you listen the greater the insights, the more you learn about their needs and their industry, and the better you can serve them.
In “To Sell is Human” Dan Pink stated that extroverts might talk a bit too much and introverts might listen too much. You my friend need to seek a balance. A happy medium where you are completely tuned in to your audience.
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