The One About Tinder

I reckon people who have been in long term relationships since before the age of online dating have missed out on an incredible marketing lesson.

It’s the lesson about Tinder.

Here’s how it works…

1. PROFILE – You set up your profile, and try to make yourself as attractive as possible to the right sort of person.

2. ACTIVITY – You then get active, and start swiping – putting yourself out there, so that you have a chance at matching with someone.

3. ATTENTION – When someone expresses interest in you, and you match, you lead with your best stuff. Maybe it’s an engaging question. Maybe it’s an interesting statement.

4. RAPPORT-BUILDING – You chat. You connect. You engage. And (if things work out) you seek a date – an opportunity to meet face-to-face.

5. MEETING – You go out for coffee, and see if there’s a match. Is there trust? Rapport? Are they as good in-person as they are in-app?

6. COMMITMENT – When you find someone you match with at a deep level – someone who you might want to work with over the long term – you make future plans with them. (Another date, another event, another shared decision, and another beyond.)

I reckon it’s the most brutal, effective, kick-in-the-guts, what-are-you-projecting, micro-lesson on marketing that you can have.

The bad news is your matches are only as good (or as abundant) as your ability to market yourself.

But the good news is your matches are only as good (or as abundant) as your ability to market yourself.

*record scratch*

I reckon people who have never had to market themselves or their expertise have missed out on an incredible marketing lesson.

1. POSITIONING – You collect evidence that you’re a credible expert, and present it (on your website, on your LinkedIn profile, etc).

2. OUTREACH – You run ads, speak at events, connect on LinkedIn – and put yourself out there in front of potential buyers.

3. ENGAGEMENT – When someone expresses interest in you and your work, you lead with your best stuff. Maybe it’s an engaging question. Maybe it’s a generous gift of your IP (a book, a whitepaper, etc).

4. RAPPORT-BUILDING – You chat. You connect. You engage. And (if things work out) you seek an appointment – an opportunity to meet face-to-face.

5. MEETING – You discuss needs, and what the prospect is experiencing. You discuss capability, and what you can provide. Is there trust? Rapport? Are they a good fit for the work that you do? Are you a good fit for their needs?

6. COMMITMENT – When you find a prospect that it makes sense to work with – perhaps someone who you might want to work with over the long term – you make future plans with them. You discuss your program, and sign them up for a bunch of work together.

The bad news is your sales are only as good (or as abundant) as your ability to market yourself.

But the good news is your sales are only as good (or as abundant) as your ability to market yourself.

So what are the “hacks” for marketing yourself – on Tinder, or beyond?

1. POSITIONING – Cast yourself as relevant, valuable, unique and trustworthy.

2. OUTREACH – Volume! 10x the outreach = 10x the sales. It’s a pure numbers game. Swipe right more and you’ll get more rejection, but you’ll also get more acceptance. (I love <Emma McQueen’s> philosophy on sales – which is “Go get 100 rejections!”.)

3. ENGAGEMENT – Improve the quality of your engagement. Give more. Ask better.

4. RAPPORT-BUILDING – Increase both the number of connection points you have here, and the quality of the conversations you’re having. Be generous and relevant. Don’t wait too long to ask for the meeting.

5. MEETING – The focus is fit. Know you’re awesome, and (if the fit is right) demonstrate you’re ready when they are, but know that the decision isn’t yours to make – it’s theirs.

6. COMMITMENT – Be clear about your commitments from the beginning – what you do, and what you expect.

P.S. – Special thanks to Tinder for introducing me to my incredible partner, Cassie.