In preparing for Ticketing Professionals and my closing keynote: “The Future Is Live!” I’ve been doing a lot of reading and thinking about how live entertainment professionals can draw in and win over more customers and fans.
Which got me to thinking about marketing!
Which got me to thinking about the 2016 Presidential Election!
Which made me mad!
But that is a different story!
What the thinking about marketing did do to me is highlight a pretty interesting dynamic that is at play in a lot of the marketing and advertising that makes its way to us.
That is too much of modern marketing is built on facts or features.
Like:
“Hey, if you buy this…its 16% faster than other leading brands.”
What if speed isn’t important?
Like:
“We have high integrity.”
I don’t want to do business with a company that doesn’t have integrity. And, if you feel like you have to tell me how much integrity you have, no thank you.
What is missing in these examples is a story.
A story as in, how does this product or service improve your life.
How does working with you change me?
What does your product do to make me happier? Richer? More productive?
One of the big arguments that people have made over and over is that if you built your own computer, a Mac isn’t a good deal.
But that misses the point.
If you are the kind of person that can build or wants to build their own computer, you are probably not necessarily going to be buying a Mac anyway.
But if you think that the person buying a Mac cares about building their own computer, you’ve missed the point.