An amusing idea and a powerful connection!

May 06, 2016

I share a birthday with Jack Dee (although he is exactly seven years older and approximately seven years grumpier than me), and this has always given me a sense of affinity with him. Apart from the fact that I do find his dry, sarcastic wit and deadpan delivery highly amusing; having this date in common creates a kind of imaginary kinship in my mind which means my ears always perk up when he appears on the telly. So what has that to do with you? (I hear you think in an uninspired, slightly bored Jack Dee-style voice).

‘Well, loads really’ is my answer: because it is highly likely that you too will know of famous people (or just people you know) that you share a birthday with – so you will identify with the previous paragraph. In fact, ‘statistically speaking’ it is almost certain that someone reading this post will be thinking ‘how odd - today is my birthday.' But this is not just a blog about sharing birthdays – my present to you today is even bigger than that.

Birthday coincidence or not – ‘association’ is incredibly powerful!

Obviously, you won’t have the same birthday as all of your clients, so you won’t be able to create a connection in that way. But, if you are smart and think more carefully before composing your marketing messages, then you will be able to engage more directly and effectively with their thoughts by being relevant to them exploring a multitude of other avenues. And in the same way, that the loveable Jack Dee can assault your humour buds with cantankerous quips you can carefully and tenderly provoke your customers into recognising and engaging with your services in a far more personal way.bigstock-Two-Kid-Boys-Having-Fun-With-C-97403966.jpg

People are motivated by ‘recognised association’ and, whether they admit it or not, most people are mildly superstitious so they can’t resist the idea of coincidence or serendipity. There will be things occupying your client’s mind that you can tune into – things that really matter to them today. All you need to do is think carefully about what those issues might be. Or you can even be very specific about what you already know about them – Believe me, you don’t need to be Derren Brown to effectively ‘read someone’s mind.’ If you do a little bit of research about your target market, you'll be amazed at how easy it is to make a reasonable accurate educated guess about what is going on inside their head.

If it is your birthday today ‘have a great one’ and if it isn’t, then I hope you have a lovely day all the same :-)


Category: Marketing

About The Author

Martin Gladish

Specialist business ghost blogger and business book ghost writer...