Vacuuming, Men, and Marketing Michael Collins
I like to vacuum, but don’t let my wife know this. Actually, most men do if they'll admit to it. And there are two reasons why: the first, and most important, is that it involves a machine with an engine. The second is that men are visually motivated animals, as can be readily seen by the magazines we read. Vacuuming is a highly visual pursuit with the kind of instant gratification we men go for.
If I were the CEO of a vacuum cleaner company, I would revolutionize male-pattern-vacuuming by introducing the "riding vacuum." Like the popular "riding lawnmower" this would turn the vacuuming into a vehicle, thereby ensuring its popularity with men. Men normally don't confess to liking vacuums, but if someone would just package vacuums correctly, they'd be as macho as sports cars and BBQ grills.
I mention this because life and business is really about how you package and sell things and ideas. I believe that most of the world's problems can be solved with good marketing. Making peace, feeding the hunger, curing illness, cleaning up the environment, or selling your products and services.
But for some reason, marketing seems to be a mystery to most people (even some professionals). Despite what MBAs might tell you, marketing's not a science—it's empathy. It basically boils down to "do unto others as you'd have them do unto you."
The real key is simple: Your customers want to know "What's in it for me?" Tell them. If you don't do that, no amount of fireworks and freebies matter.
So what do you say? You know what interests and motivates you. You know that before you buy something you always think (though not always consciously), "What's in it for me?" And that, my friends, is the secret of marketing. Big surprise? I know it sounds too simple, but that's exactly why people overlook it. So how do you do this in your advertisements? This is what your ads should include:
HERE'S WHAT WE DO. Make it brief—think of a short "TV Guide" blurb--50 words or less. Do this first so people can see if what you offer is what they want.
HERE'S WHAT'S IN IT FOR YOU. Don't fall into vague "marketing-speak" that sounds good but says nothing. Be clear, specific and honest.
HERE'S WHY YOU SHOULD CHOOSE US. If you don't tell people why they should choose you instead of someone else—how are they supposed to know? If you can't think of reasons why you're better, then you're doing something wrong.
BE POSITIVE! Fear has always been a great motivator, so in the past marketers did a lot of stuff to make you feel bad about yourself. Although this may still work for some TV ad campaigns, it may not be your best solution.
GENERATE WORD OF MOUTH. There is no better form of marketing. If someone you know and trust tells you that something is good, you're far more likely to believe it than if you read it in an ad. So make it easy for your customers to tell their friends—and reward them for it.
USE TESTIMONIALS. Tell people what your happy customers have said about you. This is powerful because it's an extension of "word of mouth”.
BE PERSONABLE. Most businesses are about or involve people. Even if your business sells to other businesses, businesses are just a bunch of people. So, talk like a person, person to person. Otherwise, you come across as "institutional" and who wants to be institutionalized? Many people are afraid to make their ads anything but dull. They mistakenly equate "dull" with "businesslike." But the truth is that dull ads just bore people. Don't be afraid to be different. If you're just the same as everyone else—what's the point?
OK, now you know the secrets. You really can do it. So get more people to purchase your products and services. Sell whatever it is you have to sell. Then explain to people why world peace really is in their best interest.
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