Flipping The Pursuit: Cultivate Curiosity
Curiosity is a driving force. When someone is curious, they want to know more. By harnessing the power of curiosity, you are engaging potential clients and customers on a quest to know more about you and what you offer. This is what we, at Metamorphosis call “flipping the pursuit.” When flipping the pursuit is successfully implemented, the customers that you sought are actively engaged in pursuing you. It may seem like marketing magic, but it is actually achieved by sparking their own curiosity and leaving enticing breadcrumbs of information that lead to a solution that will ultimately serve them.
We know that you are in the business of solving problems. That’s why you do what you do. You can tell people that you can solve their problems, but if they are not engaged in the dialog and discovery, they may not even see or hear your communications.
Think about what you have been most curious about. Were all of the answers laid out for you? Probably not. Part of cultivating curiosity is setting a pace for select information and engaging with your customer/prospect in their quest for more information.
Pacing to a well-designed marketing stream is critical to cultivating curiosity.
Flipping the pursuit is more than just getting someone engaged in learning more. If it were only about getting information fast, it would fail once they have the next piece of information. They will consider themselves informed and stop seeking. Or, if they don’t find information, they’ll grow frustrated. They may get bored if the information flow is too fast or too slow. Pacing to a well-designed marketing stream is critical to cultivating curiosity.
Another key ingredient of cultivating curiosity is knowing who you are talking to and reaching out to the right customer for your product or service. For example, a professional chef might not have an interest in an affordable set of consumer-grade, proficient kitchen knives. No matter what you say about them, that demographic is most likely not your customer. How you talk to your customer is about knowing what is important to them, their pre-disposition and biases, and how your product or service will serve them and improve their lives.
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