I have a 6 (almost 7) year old and a 20-month-old at home, and with both, we've strived to instill a love of reading since they were born (and even before). So our house is full of books. So much so, that the kids' bookshelves won't even hold all their books. I actually kind of love that.
Anyway, I was reading to the 20-month-old yesterday and started thinking about lessons from these books that could be applied to my "real" world, grown-up life. There are many more important lessons out there, I'm sure (and I'd love to hear yours), but here, in no particular order, are 10 marketing lessons I've learned from children's books -
1. The Rainbow Fish - Sharing what makes you special for free can bring rich rewards.
2. Goodnight Moon - Even the simplest details can be important. The mouse in this book (mentioned only once and not at all the focus) inspired a local phenomenon called "Mice On Main" in Greenville, SC, which in turn inspired its own book, t-shirts, etc.
3. Where the Wild Things Are - My favorite book from childhood, this taught me both the power of imagination and the importance of having a warm, safe, comfortable place to come home to. The marketing implications of both those ideas are powerful.
4. Giggle, Giggle, Quack - Pay attetntion, things are not always what they seem. But if you're doing any sort of marketing, you probably know that - just remember it applies to things coming your way as well.
6. Oh, Baby, the Places You'll Go! - It's never too early to start. Sooner is better than later. It's better to do something good now, than try to do something perfect later (that moment never comes).
7. Caps for Sale - Sometimes the solution to your problem is so obvious you just can't see it.
9. The Monster at the End of This Book - Often what we're afraid of isn't nearly as bad as we're imagining it will be - and often we're creating (or are ) the things we fear.
OK, so where have I been for so long? Short answer - working my $%^ off. Longer and (hopefully) more meaningful answer - working my $%^ off, but probably not always on the right things. Case in point - this blog. I've been neglecting it and I am sorry.
I'm sorry to others for not getting ideas out there that might possibly help them and I'm sorry to myself for not prioritizing my actions better. After all, we're supposed to know something about marketing around here and not writing blog updates is not exactly a great marketing strategy.
So what have I been working on? Well, again I have to apologize because other than tell you that a lot of what I've been working on is for clients, I can't really tell you about what I (and Brian) have been working on for ourselves - at least not until it's ready to launch. So, not another word about that for now.
What about all those great (good at least? - I hope) marketing ideas that I haven't been telling the world about for so long? Well, how about this one - just off the top of my head as I'm writing this? Have you thought about building gateway sites to your main web site with short videos that answer a specific question someone might have about what you do? You can even do the videos yourself with a webcam - they don't have to be overproduced (although, of course, since we do video production here at AVF, we'd love to talk to you about justrightproducing them ) - as long as the information is good and relevant to what people are looking for. It's one possible take on the idea of inbound marketing. You're providing the information to people that are inbound to you, rather than you pushing advertising out to them.
In any case, I promise in the weeks to come, you'll be seeing (hint, hint) and reading more from me than has been forthcoming over the previous several weeks.
A recent study shows that consumer confidence in financial institutions (banks, insurance companies, investment firms, etc.) is bolstered by increased advertising. If it works for those guys during the toughest times (maybe) in their history, it should work for you, too, right? After all, you probably don't have the incredible negative press and bad publicity many of those companies are getting right now, so it should work even better for you - right? Wrong. First of all, you are probably not a bank (but in case you happen to be, feel free to send some of that bailout money this way), so your marketing needs are most likely completely different from theirs.
Many business owners make the mistake of thinking their business is the same as others and their customers are different. The fact is, your business should be as different as is reasonably possible from your competitors and your customers, while each unique individuals, are all human and therefore likely to use typical human behavior. What kind of typical human behavior? Well, for one, emotional purchasing - the vast majority of purchase decisions are made based on a feeling, not on reasoned logic. Logic comes into play usually after the fact, when we (and yes, I include myself in this behavior - I am, after all, human) tend to rationalize our purchase decisions and use biased thinking to portray our choice as the best one. We do this to ourselves, and we do it to make ourselves - here it comes again - feel good about what we bought.
Other typical human behavior? On product purchases, often going for the "middle ground" choice because we can reason to ourselves later that we didn't choose the cheapest option (lowest perceived quality) or the most expensive option (we can reason to ourselves that we're getting good quality while not paying more than we had to). This is why when you have a lineup of options for a potential customer, it's usually best to give them just 3 choices. 2 choices doesn't give them the middle ground that's the easiest to rationalize. More than 3 choices gives them too many things to consider when trying to rationalize the decision to themselves - and can sometimes lead to choosing "none of the above".
On services, however, this sometimes isn't the best bet. You have to consider pricing perception as well. Often, especially in service industries, the perception of the highest price on the market is the highest quality. The internal reasoning goes like this -
If you are offering a service, you have some expertise in that service. I don't know how to perform this service for myself or else I wouldn't need to hire anyone. I do not have expertise in this service. Since I am not an expert, I must judge the expertise of potential providers on a basis I do understand. I understand prices. If your price is higher than everyone else's, you must have the most expertise.
- or something to that effect. Again, I'm not saying that every single person will think this way - just that this is typical human behavior and betting on typical human behavior is usually your safest bet.
So if your customers are (mostly) typical human beings, what should you be? An atypical business. Do what others aren't. Find things that work from completely different industries that no one has tried in yours. Do Not Copy. At least - not exactly. I'm not saying you shouldn't pay attention to things that are proven to be effective in your industry - just that if you choose to use them, try to find a new way to do so. Don't be a "me-too-er". There are certain industries I've worked with where I've noticed this as a trend. There are one or two leaders that are always doing something new and innovative, and a thousand followers who come behind and try to copy that success. Meanwhile the leaders have moved on (and are making more money) than the scrounging followers who are trying to divy up the remaining customers they're trying to attract with the same method that every one of their competitors is also using.
Now, just to be difficult - next week I think I'll write about things other people are doing that you should copy. :-)
For your enjoyment, Monty Python demonstrates typical human behavior -
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OK, if you've never heard of Billy Mays, you probably don't watch TV. Even if you don't watch TV, you've probably heard of Billy Mays - or at least seen his picture on boxes of "As Seen On TV" products at your local super-discount store. He is the 21st-century's mega-pitchman. Much has been said about him (not all of it positive), much has been lampooned, but there is no doubt - he has sold a LOT of stuff.
Love him, hate him, or just find him amusing (or distracting), there's much to learn for all marketers from this very successful salesman.
1. People buy from people.
Why do you know Billy Mays' name? Because he always introduces himself in his ads. "Hi folks, Billy Mays here." People don't want to buy from anonymous companies, they want to buy from a person. So make yourself known, put your name out there for your company. If you don't want to do that (or even worse, your boss won't _let_ you do that), maybe you're not working for the right company.
2. People buy solutions.
Billy's ads always show a specific "problem" that this product will eliminate from your life. Even if it's a problem you never knew you had - like the inability to make 5 tiny hamburgers at once. People don't want to buy things. They may think they do, but the cause for wanting things is always deeper than the thing itself. People want to buy what those things do. Remember that when promoting your own product or service - focus on the solution to the client's problem. That's what they care about.
3. Pricing is all about perception.
How much money does it take to make a "Big City Slider"? I don't know, but I'm guessing there's a lot of profit in the $19.99 price tag. And why is everything advertised on TV always either $19.99 or some number of "easy payments" that end in 99 cents? Something that's been known for ages is that price affects perception of the product. Prices ending in 9s generate a perception of value in consumers. It ties directly into the emotions that are responsible for the vast majority of purchase decisions. I've said it before many times (and will continue to say it many more) - almost all purchase decisions are made based on emotion and then rationalized after the fact. So what if you don't want to seem "cheap"? Prices ending in 0s elicit a feeling of high quality in consumers. If I tell you a car costs some x-ty thousand dollars, you'll probably envision a different automobile than if I tell you it costs x-ty thousand, nine ninety-nine.
4. Remove barriers to purchase.
Products Billy advertises make it easy to give them your money. Every kind of credit card accepted. Toll free number to order "right now". Often a way to order online. I've actually heard business owners defend not accepting American Express because the fee for accepting the card is higher than accepting Visa or MasterCard. Come again? OK, so you'd rather get $0 from the customer who always uses American Express than $WhateverYourPriceIs minus American Express fees? You might want to think that one through again.
I recently purchased some software online that required me to give an email address (that was fine with me - needed to be sent the download link after all), but then had to give a phone number as well to "verify" my order before it was processed. The verification process first rejected my valid office phone number as "non-working", then took an hour before it "reprocessed" the other number I gave them before I could get what I simply wanted to pay for and be done with it. I could get the same software in about 5 minutes through non-legal means (I did not). This software company was actually making it easier to pirate their software than to pay for a legitimate license! Don't be like that. Look at your company through a customer's eyes and see if there are barriers in the way of transactions. If there are - get rid of them!
5. Value added makes everything more attractive.
Ever wonder why there are always items added on to those TV ads for free "if you order now"? It's because adding something - practically anything- to an offer after the initial pitch makes the chance of acceptance/purchase jump up dramatically. Look for ways to add value to your offerings that cost you little or nothing, but have some benefit to your customer. Work on offering it after the initial pitch/price exchange and see if your closing rate doesn't go up. I'm willing to bet it will. It all ties into emotional response and rationalization - something we all do whether we want to admit it or not. It's part of being human - and understanding humans is key to marketing to them.
7/1/09 - Addendum: I just wanted to extend our sympathies to the friends and family of Billy Mays, who passed away unexpectedly at the age of 50 on Saturday, June 27, 2009. Each time I see one of Billy's ubiquitous ads now, I can't help but wonder how those who knew him well are coping with the loss of someone when it's practically impossible not to be reminded frequently of how vibrant a personality they had when they were still here. The reality show Billy was doing - "Pitch Men" was (and is) a cornucopia of practical advice and ideas for those of us striving to be even half the marketing genius that he was. Billy - you will be missed.
Written by Written by Russell Tripp (866-283-2732 ext. 709)
Monday, 16 February 2009 23:30
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I recently received one of the nicest compliments I think I've ever had. It was on Twitter. Someone I follow there recommended that other people follow me and gave their reasons, including the statement that I am a "regular guy". Of course, I promptly thanked them for the recommendation, then I started thinking about it.
In marketing, one of the keys to reaching your intended audience is the concept of identity. People tend to identify themselves as part of a group - or often part of several groups - and judge their own actions in relation to what they think members of "their group" would do. So, for example, if I'm considering buying a new suit (not likely to happen in real life, but hey - this is a hypothetical example), I will probably factor into my decision-making process, either consciously or subconsciously, whether or not this is the kind of suit "people like me" would wear. If I decide it is, and other factors like price, relationship to salesperson, etc. fall into place, I'll probably make the purchase. If I decide it isn't, even if the other factors still fall into place, I'm very unlikely to buy.
What does that have to do with being a "regular guy"? When someone puts you into that category, they're putting you into their own group. After all, you're a regular person aren't you? Most people will say yes - even though every one of them is unique in some way. If you consider someone else a "regular person", you're in effect saying that person is "one of us" - and not "one of them" (whoever "them" turns out to be). And once you're part of the "in crowd", connection becomes easier.
So, next time someone says you're a "regular guy" (or gal), be sure to thank them.
- Sharing what makes you special for free can bring rich rewards.
- Even the simplest details can be important. The mouse in this book (mentioned only once and not at all the focus) inspired a local phenomenon called "Mice On Main" in Greenville, SC, which in turn inspired its own book, t-shirts, etc.
- My favorite book from childhood, this taught me both the power of imagination and the importance of having a warm, safe, comfortable place to come home to. The marketing implications of both those ideas are powerful.
- Pay attetntion, things are not always what they seem. But if you're doing any sort of marketing, you probably know that - just remember it applies to things coming your way as well.
, 
, 
, etc. - Negative reinforcement works.
- It's never too early to start. Sooner is better than later. It's better to do something good now, than try to do something perfect later (that moment never comes).
- Sometimes the solution to your problem is so obvious you just can't see it.
- There may still be new life in even the oldest ideas if you're willing to look at them in a new way.
- Often what we're afraid of isn't nearly as bad as we're imagining it will be - and often we're creating (or are ) the things we fear.
- Persistence often pays off. 
) - as long as the information is good and relevant to what people are looking for. It's one possible take on the idea of inbound marketing. You're providing the information to people that are inbound to you, rather than you pushing advertising out to them.
