Marketing with Emotional Intelligence

MARKETING WITH EMOTIONAL INTELLIGENCE

Seth Godin is a great marketer and I think he uses a lot of emotional intelligence in his approach. I've read his book and I liked what I read.

On his blog he writes about The Glass House in Denver and its marketing. It's called "the $140 million permission project."

He writes about what Chris did to market The Glass House. Now if you went to their website, you see something different right away. It begins with a beautiful quote: "It was as though he had cut up the sky, melted down a flower garden, tossed in some jewels and made it into glass." (hugh mc kean)

You see how it appeals to our emotions right away.

The next screen has a quote about giving up driving, that life is sweeter at 5 mph.

According to Godin's blog Chris marketed the project in an unusual way.

He put up signs at the construction site directing people to a website where they showed a slide show of the benefits. Like a person sitting in a pool looking happy and relaxes, not just an architectural drawing of a pool.

They signed people up to get on a list to learn more "benefits." They eventually got 5,000 people signed up, and it had been by our favorite form of marketing -- word of mouth!

Then this is unusual and a neat idea. They invited people over for a drink, so to speak. They had about 45 cocktail parties for those people, a small group at a time, like 15, at a restaurant in the neighborhood. They didn't bring any materials, they just visited with them, talked, answered questions, and talked about things they were interested in.

It's interesting to read about this emotionally intelligent approach. Read about it on the blog here.