Crystal and the future of Information Marketing
There is no shortage of marketing apps around. They vary hugely in quality, but all areas of marketing from email to SEO to social media have numerous platforms offering to streamline your processes and provide incomparable depth of analysis.
However, we have just discovered an app which offers a completely new slant on marketing, and opens up a whole new scope of opportunity. It also represents a snapshot of where the internet and our industry as a whole are heading. The app is called Crystal, and it gives you psychic powers.
Ok, so maybe it doesn’t quite give you psychic powers, but the end result is pretty close. Whenever you search for an individual through Crystal, the platform analyses their social media presence and anything that has been written about them. It then creates a personality profile from this information and offers advice on how to speak to the individual – “keep conversation brief”, “stay focussed on one point” – how to email them – “write 3 sentences or less”, “use data to prove a point” – and how best to work with them – “Do your homework before a meeting”, “always focus on the team’s overall goal.”
It also covers a few of the strengths, weaknesses and pet hates that are obvious from your online presence. For example – “It comes naturally to Matthew to be frustrated if someone is late for a meeting.”
Amazing stuff. Whilst the platform is overtly marketed for improving communication between employees – it analyses your personality types against others in your company and advises on how best to get along with them – the marketing potential for this platform is just incredible. Here are a few of our thoughts on how to use a personality analysis tool such as Crystal for some truly unstoppable sales and marketing initiatives.
It’s obvious at this stage that Crystal is not going to be of any use for large-scale marketing campaigns – although when someone figures out how to integrate the platform into mass email or targeted advertising, it will probably represent the final expression of personalised content-based marketing. Imagine; being able to email a database of 10,000 and have the content automatically adapt for each recipient based on Crystal’s insights… However, this is off the table for now. While mass marketing may not be a possibility, if you are looking to target a small number of high-profile clients, the platform as it stands is ideal.
Simply look up the individual you are proposing to contact on Crystal, and then cater your introduction based on their preferences. If they like short, to-the-point emails, just write a few sentences demonstrating the bare facts of your product or service. If they prefer to be wined and dined over business, keep the tone light and try to set up a meeting.
Crystal can be very useful for understanding the correct way to communicate with a prospective client once you’ve initiated conversation. Basically, you can familiarise yourself with the individual’s conversational preferences prior to ever meeting them. If there is a lot of data available, Crystal can be as specific as “Mary prefers to establish a friendship prior to starting a business relationship.” Use this information to your advantage to cater your pitch.
Closing the Deal
Crystal can give you an indication of how long it’s going to take you to get a final purchase from a decision maker based on their personality type. This reduces the chance of you blowing a deal by going for a hard sell when a softly-softly approach would have been more appropriate for the individual in question.
So, when you get down to it, how accurate is Crystal? Our first reaction was “how can this possibly work?” After trying it for the first time, we shifted gears to “wow, that’s spot on the mark!” Finally, after a few days testing it, our answer would have to be “reasonably”.
Basically, Crystal is great for getting a general shape of someone’s personality before approaching them. However, you might want to take some of the specifics with a grain of salt. For example, when selling to the writer of this article, you should supposedly use words like “done” and “absolutely”. I can assure you that this would only cause me to become irritable.
However, when it comes to getting a feel of someone’s personality, Crystal is great. Those initial insights into approaching a prospect are extremely useful, and prevent a situation where you are brief and to the point with someone who prefers to develop personal rapport before discussing business.
What does Crystal mean for the world of marketing? If nothing else, it is indicative of where the discipline is heading. People share so much information online these days, that it was only a matter of time before an app was developed to convert this information into personality profiles for sales purposes. At greensplash, we suspect Crystal may just be the first of many apps offering insight that goes beyond analysing buying habits by demographic, but burrows right down into the way each individual thinks.
Can’t work out what your customers want? Contact greensplash on 01606 884 123 or firstname.lastname@example.org to find out more about our range of marketing services.