here’s a little brain-teaser for you:
Have a look at this short video which – apart from ‘proper’ music and hence great inherent value – contains 5 great marketing lessons:
How many can you spot, and what are they?
Leave a comment below!
UPDATE: great answers, and you’ve got almost all of the ones I had in mind (but looking at the responses, there were far more than 5 marketing lessons in that little piece;-)
Phil’s observation about ‘blowing your own trumpet’ is priceless … especially when you’re from a more ‘reserved’ culture like Britain (James is so modest … “If you want to hear GREAT jazz….”). Also the point Phil makes that it makes people *feel* a certain way – the whole thing is about emotions, not hard facts!
I think David was the first one to mention ‘pattern interrupt’ – I think so too, but the big question is: which pattern is being interrupted?
I like Kev’s 4Mat dissection (the WHY, WHAT, HOW, WHAT IF) for the plumbing question, although John’s question was probably more around: “how can I make THIS style of presentation work for my local plumbing business?” My take: have a look at the main marketing lessons (throughout the comments, and in my summary in a sec), and you’ll see how you can apply the underlying PRINCIPLES to pretty much any marketing!
The one I’m still ‘debating’ with both sides of my brain is the ‘expert status/authority’ issue:
The 2 questions:
- how can I become a recognized expert/authority, and
- how can I provide the biggest possible value to my target audience
may well lead to the same solution, but the path there may be very different, simply due to the focus of the question alone (ME vs THEM)
Alright, here are my top 5:
- Target Audience: James & his gang went exactly where his target audience hang out. But not only the “where” is right, but also the “when”: they are eating, drinking (by the looks of it some even alcohol), and it’s a social atmosphere. In other words: people are already in a good/great mood.
- Social Proof: they’re using the ‘social proof’ concept very effectively (if not THE most effective way): they are creating the social proof right there and then. No fake testimonials, all you need to do is look around and you see plenty of approving ‘others’. (there are already a handful of extra ‘sub’ lessons in there….)
- Charity: the charity angle obviously fits in with the target audience (who have the means to give, and feel good about giving, so it adds to the overall ‘feel-good factor’, all *obviously* due to listening to jazz…). But the really clever bit is not the charity part itself, but what they’re *really* achieving with the ‘donation’ act;-) Anyone care to guess?
- Permission: I’m not sure if anyone spotted this: the very clever use of ‘permission marketing’ right in the middle: James asks for permission to give a little bit more free jazz. Incidentally, Vol 2 of my monthly book-summaries is Seth Godin’s “Permission Marketing” which is pretty much essential reading for anyone who wants to sell anything online these days! (or you could of course take the shortcut and join my monthly review/summary club;-). All he now needs to do is move them to the next level of permission…
- The High Note: They are leaving on a high note! Notice how the ‘sale’ happens after a nice solid piece of content, er, jazz? Short, quick, to the point sale, nothing needy about it (another big lesson right there), then hit them hard with a short ‘n very sweet piece to finish. Compare that with your usual webinar or teleseminar …