I recently attended a presentation by Grant Lubowski, the Strategy Manager of Australia’s longest-running online dating website, RSVP. What really struck a chord with me was the organisation’s ‘search and discovery’ approach when it comes to customer engagement.
In essence, ‘search’ is what people do when they’re looking for something. ‘Discovery’ is about giving someone something they didn’t know they needed.
As a copywriter, I absolutely love this approach. Marketing is not just about knowing what your customers need. It’s about knowing what your customers need before they do – and giving them that sense of wonder that comes with stumbling across something exciting, empowering and new.
If you’d like to workshop what may be of value to your audience, give Avion Communications a call. We’d love to discuss what online tools, campaigns or posts you could create to incite interest.
‘Till next time…
Best wishes, Natalie & the Avion team.
P.S. We are really proud to have compiled the content for Alkhemy (a local conversion optimisation service). Check out the beautiful new site below!
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