To Get Customers To Fall In Love, Do This
Earlier this year I read an interesting article in the New York Times called To Fall In Love With Anyone, Do This. The writer, Mandy Len Catron, discusses a study conducted more than 20 years ago where a researcher successfully made 2 people fall in love. The experiment consisted of 2 people sitting face to face and answering a bunch of questions. The questions get more personal as they go. Oh... They also stare into each other’s eyes for 4 minutes straight.
Catron decided to try the experiment with a friend and here’s what she learned:
“…I’ve begun to think love is a more pliable thing than we make it out to be. Arthur Aron’s study taught me that it’s possible — simple, even — to generate trust and intimacy, the feelings love needs to thrive.”
The writer did end up falling in love with the person who did this experiment with her—although she’s not crediting the experiment entirely.
Obviously this is far more personal and much more emotional than how we feel about brands. But surely brands that want to have passionate consumers can learn something from how humans form connections with others.
- Does your customer know much about you? Is their knowledge purely superficial?
- Do you know your customers? Does your knowledge (intimacy) of them grow over time?
- Have you ever looked at, and really seen the people that are your customers? Not as a whole but as individuals?
- Is there anything about your brand’s history or past that helps your customer understand the brand better?