I think I mean ‘Manners in Marketing’. But I might just mean brands giving a shit. Or brands thinking about prospects and customers as individuals as opposed to (just) groups. Or maybe these three things – are the same thing. Hmmm.

I sometimes get asked to comment on, so I do comment on, articles on LinkedIn. Then, LinkedIn asks me to comment on the article I just commented on. Because as clever as the AI is, it doesn’t have the wherewithal (manners) to recognise I already did what it asked me to do.

I sometimes get invited to events I already signed up for. Because as important as the inviter says I am, they don’t take the time (or have the manners) to remove me from their automated comms once I hand over my money.

I often buy things online. The times I get a sincere, personalised, (well mannered) relationship-building thank you, maybe with a reward or incentive that feels genuinely special, is probably one time in ten.

(By ‘genuinely special’ I don’t mean ‘10% off your next order’. I mean, ‘We know you bought the cool socks. In red too (great choice). If you love them, and you think someone you love would love snug feet too, let us know. When you buy a pair for them, we’ll send you a pair – for free – as a thank you. No rush. Any time.’)

Even though it shouldn’t be, Manners in Marketing is an opportunity.

This is especially vivid when a brand is selling a few things, to a few people, for a high price point (low volume, high unit cost). Bad manners in marketing, in this scenario, is unforgivable. It denotes a really bad system, a lazy approach, and it’s really damaging for brand relationships. I’m talking about high end events, Limited Edition fashion, art, restaurants and similar.

And by the way, even though it should not be the case, all of this presents a real opportunity – for you. It’s a shame that just by having manners, giving a shit, and thinking about prospects and customers as individuals as opposed to (just) groups is an opportunity to differentiate.

But it is.

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