Have you ever thought of what the actual definition of “engagement”is? The term has range. It can signify anything from betrothal to military combat, and for somebody who owns or works with small businesses (outside of the wedding world), it probably brings to mind social media and marketing metrics. One thing that is true across the board, though, is that engagement signifies another level of commitment. It’s something we use to acknowledge the presence of a deeper level of intimacy or relationship. We move from being separate entities in our own little worlds, to interacting with one another in some way.

What does this mean for marketing? There was a time when businesses were able to get in front of their customer with the service they provide and do great work. That was enough. Today, the quality of your work still matters, word of mouth still works, AND people have access to infinite options. The spaces they keep coming back to are the ones that are committed to them as people and interested in building a multi-faceted relationship. Nobody wants to hang out with that one friend who only shows up to the barbecue to sell everybody their latest batch of essential oils. Engaging your customer means showing them you are committed to a relationship with them and earning the right for them to return the favor. How can you do that with your brand?

Let’s imagine you’ve been gifted a free meal with your favorite person. You have been given two options: a fine dining experience at a new fancy restaurant with several courses or, alternatively, two combos at your favorite fast food place. Play out both of those options in your mind. Which one makes you feel more fully nourished?

I’d bet that while you might have a great time eating with good people at Chipotle, the fine dining experience likely seems more appealing overall. Part of the reason this may be true is that the fine dining option stimulates several areas of our brains. It’s new, which sparks our attention. The person we are with is safe and the thought of being with them and experiencing something new together stirs up the emotional parts of our brains. And lastly, the idea of dining at a fancy restaurant brings with it the possibility for higher levels of learning. It makes us feel a little curious about what we may discover about food itself.

Attention, Emotion, and Cognitive Curiosity. These are the three aspects of the human brain that want to be fed well. As a small business, recognize that each component has its value and use good marketing to serve your customers up a three course meal they will appreciate and remember.