Does your brand talk about itself too much?
“Kevin says you’re an expert in copywriting.”
“Oh, that’s nice of him,” I replied, eyeing my co-worker suspiciously across the room of this tech networking event. My new friend quickly launched into a monologue about his startup, giving every single detail without letting me get in more than a few head nods and maybe five words.
At the time, I was the marketing director for a software development company, and meeting founders was one of the best parts of my job—and occasionally, the worst.
This pitch went on for so long that it took us a good 20 minutes to discover that he didn’t need marketing or copywriting help at all, but legal advice to register a copyright for his new business name. The encounter made me feel trapped as I desperately searched for a graceful exit.
Anyone who frequents networking events knows the type—let’s call it “that person.” There’s one at most big events, the person who corners you and can’t stop talking about themselves or their company. They’re so excited to share the BIG NEW THING they’ve been working on that they completely miss out on the opportunity for a meaningful exchange.
Unfortunately, brands and businesses often become “that person,” too. Cramming every last detail about a product or service into a brochure or web page. Immediately launching into a well-honed pitch at a trade show instead of starting with curiosity and a few thoughtful questions. Or deploying unchecked marketing automation that overwhelms email inboxes.
Great stories and lasting relationships are built one layer at a time. They’re a back-and-forth exchange, ideally one that’s entertaining and delightful. You leave wanting more and looking forward to meeting again. It’s about editing, pacing and listening.
And that brings us to the second person I met at this very same tech meetup. Our conversation kicked off with trading some restaurant recommendations. Then he told me a hilarious and memorable story—complete with an iPhone pic for proof—about Bill Murray crashing his bachelor party. Finally, we chatted work for a few minutes and traded info.
The next day back at the office, three of my co-workers and I traded stories about this second person. How funny he was, what his startup did and if there might be a way for us to work together. So many of us passed his information up to one of our executives that he half-jokingly remarked that we should hire him as a new salesperson.
What impression does your brand leave after interacting with potential customers? Consider how you might hold more space—and repeat your product benefits a bit less—so you can create meaningful connections and a truly human exchange. One that’s just the first layer in a bigger story and lasting relationship.
