Owning the Conversation Before the Conversion

What “owning the conversation before the conversion” means to me.

When I think about the people in my life who have really influenced me, there are a few things that stand out about them and the type of people they were. The first thing that comes to mind is that they spent time with me. Whatever it was I was seeking their guidance on, they wanted to make sure they really understood me. They asked questions and they listened. Really listened.

My uncle comes to mind. When I was a teenager, he was in his mid-thirties and I looked up to him immensely. He was smart, well read and brilliant at diagnosing a problem, whether it was repairing his motorcycle or helping me navigate my teenage years. When I talked to him about something, I could tell he was trying to get inside my head so he could help. He wanted to understand what I was thinking and why I was thinking it before he offered advice. My uncle listened for understanding.

There’s a reason I remember those conversations so clearly even today. When someone takes the time to help you, it matters. It establishes a bond and builds trust. Just as importantly, it makes you feel like you’re not alone. And not going it alone makes a big difference when you’re going somewhere you’ve never been.

We have a philosophy at Splendor called “Owning the Conversation Before the Conversion.” I’ll admit, it’s intentionally marketing sounding. After all, we want to attract marketers who speak the language of marketing.

But putting the language aside, it was important to me that the philosophy reflected something human and real. And that’s where I find myself thinking about my uncle and the influence he had on me.

Owning the conversation really comes down to understanding people and then trying to help them.

We do a lot of research on behalf of our clients to understand what their customers are going through to try and understand what they’re concerned about. The better we understand those things, the better chance we have of creating something that actually helps them.

I think there’s something more meaningful in that than simply saying we create marketing.

We’re trying to meet people where they are and give them something that might help. Sometimes it’s simply showing them that somebody understands what they’re going through and is willing to help them find an answer.

And, that’s what owning the conversation really means to me. It’s not about trying to get someone to listen to you. It’s taking the time to understand what they’re going through and trying to be helpful.

That’s what my uncle did for me. I trusted what he had to say because I knew he had taken the time to understand me first.

Maybe that’s not such a bad way for a brand to think about marketing either.