swingers and enticing customers

At best, analogies clarify a difficult to understand subject. At worst, they make it even cloudier. So when I say that the concept of ‘enticing customers’ reminds me of Jon Favreau’s 90’s comedy-drama “Swingers”, bear with me. For those unfamiliar, Favreau’s character Mike is a struggling actor trying to get over a recent break-up with his girlfriend of 6 years. His friend Rob (Ron Livingstone) offers pearls of wisdom throughout the movie.

“You can’t do anything to make her want to come back,” Rob says.


He tells Mike to either forget about her or pretend to forget about her.

“both suck, but both are the only options you have”

It seems to me that attracting customers is precisely like pursuing a one-sided relationship. The more you put making money at the center of your world, the more desperate and insecure you seem, and the less likely you are to achieve it. Conversely, focusing on becoming the best damned supplier of <whatever>, with no short-term interest in sales, usually leads to an audience and…you guessed it, sales. I don’t really think it makes a difference if you sell plumbing supplies or medical consulting devices, if you create interesting and most importantly USEFUL content about the subject, then you provide value without expectation, and people will read, listen and watch you. Perhaps ironically, the best chance of making a sale is to throw yourself, with no expectation of financial reward, into a mentality of adding value. Whether you buy my Swingers analogy, or prefer more tried and tested idioms like “the fat get fed, NOT the hungry”, the message is the same. You will become more attractive when your motivations are sincere and without expectation.  If you are interested in starting your own content journey, say it along with me….

“you’re so money and you don’t even know it”

greg moakesComment