A myriad of constantly working information channels are trying to get customer's attention every single minute. It makes him to straight against this information attack. Successful PR-strategies today are not concentrated on storytelling, or product advantages, or company achievements. The main goal we are focusing is audience's interest. Only this interest leads us to concrete customer request.
During last century to sell one red rose it was enough to place it between a dozen of white.Today you have to make the flower sing.
And put the video on youtube.
And post 20 comments about “WOW, it SINGS!”
But the order for the singing rose will come after the 21st post, telling ‘Hey! That rose sings my Granma’s lullaby!’.
So what do we sell? It’s not the beautiful flower, not the only red rounded by white, even not a singing rose. We sell “that guy’s Granma’s lullaby”. Shown on youtube.
Actually, we are able to create such a story ourselves. But what is important and what makes a real sense – this ‘lullaby story’ was told not by us. This story was told by another person – independent and objective.
And at the moment when there appears somebody who has his own story,or impression, or another experience about your product – near there appears somebody willing to buy it.
At a glance here is nothing new – every tv-ad or PR-story, or virus video has been created under this rule. The thing is that all of them are built on the collective mind. Focus-groups, brainstorms, team opinions and so on.
“9 of 10 women approved this mascara to make their lashes silky” – that was working during last 50 years. oday girls will gaze on you asking “So?”. And you have to add “… and the 10th one was twice kissed by her boyfriend in 20 first seconds after application”. But you won – they asked you a question.
Speaking about journalists we have the same picture. “Our company took 35% of local market” – nobody cares. “Boss seeks new suit - the prince probably will come to congratulate us” – “Why?” – “We took 35%” – “Did you? Really? Send me a release!”
“We equipped all the garbage trucks by satellite-navigators” – “Please, don’t sell me your company advertisement”. “Satellites will control the garbage collection in our city” – “WOW! Do you have a photo?”
Make them ask. Allow them to be curious. Don’t attack them by your information, be patient and attentive for details. And you’ll receive your customer’s request.
So what do we sell? It’s not the beautiful flower, not the only red rounded by white, even not a singing rose. We sell “that guy’s Granma’s lullaby”. Shown on youtube.
Actually, we are able to create such a story ourselves. But what is important and what makes a real sense – this ‘lullaby story’ was told not by us. This story was told by another person – independent and objective.
And at the moment when there appears somebody who has his own story,or impression, or another experience about your product – near there appears somebody willing to buy it.
At a glance here is nothing new – every tv-ad or PR-story, or virus video has been created under this rule. The thing is that all of them are built on the collective mind. Focus-groups, brainstorms, team opinions and so on.
“9 of 10 women approved this mascara to make their lashes silky” – that was working during last 50 years. oday girls will gaze on you asking “So?”. And you have to add “… and the 10th one was twice kissed by her boyfriend in 20 first seconds after application”. But you won – they asked you a question.
Speaking about journalists we have the same picture. “Our company took 35% of local market” – nobody cares. “Boss seeks new suit - the prince probably will come to congratulate us” – “Why?” – “We took 35%” – “Did you? Really? Send me a release!”
“We equipped all the garbage trucks by satellite-navigators” – “Please, don’t sell me your company advertisement”. “Satellites will control the garbage collection in our city” – “WOW! Do you have a photo?”
Make them ask. Allow them to be curious. Don’t attack them by your information, be patient and attentive for details. And you’ll receive your customer’s request.
No comments:
Post a Comment