I have been reading the news today about Apple http://www.apple.com/ launching the its latest I-product the Apple I-Pad. In fact there was quite a buzz about what this new product was, how it will work and when we can get one.
This Marketing I-buzz was created partially by Apple’s branding of creating new and cool products. (I-Pod, I-Tunes, I-Phone) But is has also been fueled by Apple trying to keep the information hush, hush. The more they tried to keep it a secret, the bigger the buzz became. This secrecy creates controversey. And controversey gets people’s attention. But not only does it get people’s attention, but it gets them talking and all that talking is free publicity for Apple.
I have experienced this phenomenon first hand.
I am a huge hockey fan. And a few months ago I posted a 6 second video on YouTube of a brutal hockey hit by the Erie Otters’ Mike Liambas on the Kitchener Rangers defenceman Ben Fanelli.
I have also posted a video of an amazing goal scored by Guelph Hurricanes goalie Drew Pegrum.
What’s was the difference.
Why did the one video go viral and receive over 100 times the number of views than the other.
The answer in one word: Controversey
The video of the goalie scoring drew some curiosity, but the video of the brutal hit drew plenty of discussion. Discussion on whether it was a clean hit. Discussion on whether Ben Fanelli would be O.K. Discussion on what the suspension for Michael Liambas should be and whether the penalty handed out was fair.
So think about how you can get people talking about your products or services by creating controversey.
One more key suggestion: Make sure the subject people are talking about is not whether your product is good or not. Otherwise the marketing buzz will have a negative effect on your sales.
* Oh by the way did you notice the one small detail in this article that I created that wasn’t quite accurate. Or was it. You will have to read the article again to find it.
There was an interesting conversation this morning on Facebook between three excellent professional speakers (I would highly recommend each one of them) about the difference between sales pitches and sales presentations.
It’s a sales presentation, not a pitch!! Pet peeve of mine!!
How well you do it is more important than what you call it. Companies who start calling customers guests under the premise that this somehow creates better service are kidding no one except themselves. I don’t mind being “pitched” if it’s done well.
Point taken, Kit. However, in my opinion the vast majority of sales people “pitch” with very little effectiveness.
You got that right.
Richard Elmes http://www.richardelmes.com
I think the key thing is the intended benefactor.
If your intent is for you to benefit… its a sales pitch.
If your focus is on how your prospect will benefit… its a sales presentation.
If they feel like you are pitching to them then you create a lose-lose situation.
If they feel like you are presenting solutions then you create a win-win situation.
By Richard Elmes, The Sales Dating Guy
Many of us who are looking forward to the future have made New Years resolutions.
You know those grand plans that we come up with, that if we follow through, will make our life more fulfilling. Unfortunately, they are also those plans that are usually forgotten by the 3rd week of January. If you don’t believe this just check the classifieds in February for used exercise equipment.
Common resolutions like “Quit Smoking, Lose Weight or Save money,” may sound great, but they aren’t very successful. Using the following 7 steps will help you design more powerful New Years resolutions.
1. Develop S.M.A.R.T. Resolutions
Specific: You must specifically and clearly identify your target. The more details you give, the more likely you are to get excited about your resolutions and develop the passion that it takes to focus and to follow through on them. You need to know what success looks like.
Measurable: Effective Resolutions need clear destinations as well as checkpoints along the way. These checkpoints are the mini-goals or stepping stones that are easily attained and provide victories along the way to keep you motivated.
Attainable: Your purpose for designing resolutions is to solve a problem or to achieve a dream. They should stretch you out of your comfort zones, but if you make resolutions that are completely out of reach, you are only setting yourself up for failure.
Require Immediate Action: The purpose of making resolutions is to get you moving toward your dreams. If you don’t take the first step within 72 hours chances are you never will.
Timely: You need to have short term goals that allow you to measure whether you are on track or if you need to pick it up a notch.
2. Identify what’s in it for you: If you are going to follow through with your resolution you need to be excited about the benefits it will bring you. Visualizing yourself fitting into those jeans that “shrunk” or driving that new car are powerful motivators.
3. List the obstacles that stand in your way: Knowing what the obstacles are can help you determine how to get around them.
4. Consider who can help you: You need to carefully identify friends whom you can trust to share your goals with and who can check your progress and encourage you. These people enable you to maintain your focus and keep your eyes on the goal itself.
5. Consider what resources are needed: Knowing what tools and knowledge you need to help you accomplish your goal will increase your chances of success.
6. Develop an Action Plan: There is something so powerful about putting your resolutions down on paper, but this is the step where most people fail. I think Denver Broncos football coach Mike Shanahan but it best when he said, “If you have a plan, and if you have your direction laid out. You can chart your progress to your dreams at each stopping point along the way. And just as important, all along the way you can see how far you’ve come”. Developing your action plan will give you the road map to your dreams.
7. Set a deadline for achievement: Resolutions without deadlines are only dreams. Deadlines are another powerful motivator. Also when you are setting deadlines add the phrase “on or before” ie. “I will weigh 190 lbs. on or before July 1, 2010”
So this year make those New Years Resolutions stick, and reap the benefits.
Because the best way to predict your future, is for you to create it yourself.