You’ve heard that humans tend to be most attracted to symmetry, right? I was reminded of this last night watching The Office, as Oscar argued his case for why Hilary Swank was, in fact, attractive (but not hot). Oscar presented a segmented diagram of Swank’s symmetrical face, and explained she demonstrated “the scientific standard of koinophilia: features that are a composite average of many features.”
I admit to being attracted to symmetry, and that is exactly why I started Blabbermouth. I’ll explain…
I began my courtship of marketing at an advertising agency, practicing public relations. I’ve said it before and I’ll say it again: traditional marketing can be and often is effective; it just doesn’t turn me on. I’m simply not attracted to it because of its lack of symmetry.
Traditional marketing (take advertising or PR, for example) is asymmetrical: the marketer is marketing AT the consumer. This provides plenty of opportunity to influence and persuade, but no opportunity to listen or adjust.
Word of Mouth marketing, when done right, is symmetry at its best. Instead of marketing AT, we get to market WITH our consumers. This is risky for some, because it means letting go of control of the message. You have to have a lot of confidence in your product or service to do that. This is also why I can only take clients with products I believe in. I can’t let go of the message if I think it will make you (in turn, me) look bad. So, if you become my client (and I hope there are a few of you), you should know that I’m a big fan of your work.
If you have the luxury of letting go, the rewards are immeasurable. You get to not only start a dialogue, but to participate in it. You get to listen and respond; you can defend and define your product when it’s misunderstood or improve it when you learn from a consumer how it could be better. That’s symmetrical marketing, a give and a take; and not only is that attractive, it’s hot.