I woke up this morning and, within short order, my 5-year old son just reminded me of a great marketing tip that I wanted to share with you…
Want to know what the best part of TIVO or DVR is?
The fact that you can fast forward the commercials!
You see, I try to limit the amount of television my kids watch, but on occasion, I’ll let them watch a little Spongebob (or whatever other crazy cartoon draws them in like a moth to a flame).
And if the cartoons aren’t bad enough, the worst part of watching them is the ADVERTISEMENTS!
Just a few seconds into watching an ad … BAM! … my kids turn to me saying:
“Dad, can I have the (fill in the blank)?”
“Oh, Dad, that’s so cool! Can I buy the (fill in the blank)?”
“Pleeeeeeaaaase Dad … pretty pleeeeeeeease!” (Followed by shameless kisses, cuteness and irresistible puppy dog eyes).
Kids want everything they see on television because “clever” advertisers portray the benefits of using the toy … not focusing on the product features!
You see, the best advertisements will not focus on the features but will demonstrate how the product is going to benefit the child.
Just like adults (and it doesn’t matter if you’re making a business-to-business or a business-to-consumer decision), children base their decisions on emotions not on logic!
Children want to be cool and be the envy of their friends …
They want to be liked at school …
They want to have fun …
They want to laugh …
They want adventure …
And advertisers do a decent job at portraying this to our children.
But when it comes to the marketing and advertising of our own products and services, we tend to forget what motivated our desire to want something as a kid.
Instead of focusing on the benefits … entrepreneurs, small business owners and not-so-savvy marketers often begin to think the features are more important.
Rather than selling me on a 60 inch, high definition television that’s going to look sleek in my living room, impress my friends and make me feel like I’m sitting front row to my favorite sports game …
Inexperienced sales people and poor marketers will try to impress me with:
- 60-Inch Class KURO High-Definition Flat Panel Television High-Definition 1080p Resolution (1920 x 1080p)
- 1080 Progressive Image Reproduction with ability to accept 480i/480p/720p/1080i/1080p signals
- New Deeper Blacks for Unmatched Contrast (5x Previous Generation)
- Fully Integrated Digital Amplifier and Detachable Bottom Speaker
- New Thinner Cosmetic Design
- New Home Media Gallery Home Network Connectivity and Improved filter for enhanced contrast in bright environments
In one word: B-O-R-I-N-G!
… and you think that business-to-business is any different?
FedEx took the overnight package delivery by storm by targeting the executive assistants and the employees that were responsible for making the shipping decisions … letting them know that by saying “I used FedEx” it gave them job security. Using FedEx was the ‘smart’ decision for choosing the most reliable overnight shipping company in the world.
So, what’s the morale of the story?
All people (kids, accountants, consultants, lawyers, doctors, engineers, executives, CEOs, the President of the United States, YOU) make buying decisions based on EMOTIONS. Effective marketing must use EMOTION to sell what people want (not what you think they “need”)…