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March 26, 2008
Why do you think American Idol is so popular?
Here are some reasons that I've thought of, just listing them quickly off the top of my head.
- Most people would love to be a star. Anyone who has ever wanted to sing, perform, or who even sings in the shower, lives vicariously through the contestants.
- Everyone wants to be admired for their talents. Everyone wants to be admired, even if they never actually do anything; they form an identity with one or more of the contestants and vicariously share their successes and failures.
- Everyone loves an underdog. It's fun to support the underdog that comes through in the end and becomes a winner.
- Everyone loves to be entertained. While it may not be everyone's cup of tea, it is an entertaining show and fun to watch.
- It's hard not to look at a wreck. I think this is more of a draw in the beginning when they broadcast segments of the open auditions. I find it frustrating that they give so much time to the insane, arcane, and lame, but that's the carnage that people love to watch.
The Realization of a Dream
That's my very unscientific list. So what does it mean to your business? If you're selling a product or service then you can probably use some or all of these items to create better copy for your sales material, better displays, or better presentations that draw on your prospects dreams and desires. Don't just sell them a product; sell them the realization of a dream. Don't sell them a set of gourmet cookware; sell them the admiration and awe of their dinner guests as they clamor for seconds and thirds!
Make it fun
Perhaps your business doesn't directly apply to the realization of a dream idea, but you can make it fun. I had to go to the post office today and one of the clerks turned a line of zombie looking customers into a group of laughing, smiling people who connected with each other. How? By being funny and personable. Actually, I think he may have been crazy, but I'm not sure! I left the post office smiling, which is not usually the case. While this isn't a great example because it was the post office, use this same approach in a coffee shop or other store to bring customers back more often than not. One warning: it has to be real; it's easy to tell a fake!
Who let the Dogs Out?
Don't dismiss the underdog angle. We're all underdogs at one thing or another. If you're selling whatever the underdog needs to transform themselves into a winner, sell them the "win". Don't sell the skinny weakling a set of dumbbells or a membership to a gym with a personal trainer: sell him the "reeking with testosterone, ripped, confident, and manly man" he can become. Don't sell the overweight, out of shape mom a set of dumbbells or a membership to a gym with a personal trainer; sell her the sexy, seductive goddess she used to be (or, if she never was, sell her what she can become)!
So there you have it.... Wait, I left out the wreck...
Fear Sells
Fear marketing works well for some products. Show the disaster and sell the safety of it never occurring. Picture the burned family photos, wet smoldering teddy bear, and charred chaos of a house fire... a smoke detector ad could play off of this scene. Picture a mother frantically searching for her child, crying, screaming, running from door to door asking if anyone has seen him or her... picture the police taking down the description of the child, what he or she was wearing, how tall they are, any birthmarks... now sell a background check for babysitters and nanny's.
Until next time,
Fred
About the Author
Fred Black is an experienced programmer, web site developer, online business operator, systems integrator, father, husband, musician, and songwriter. Visit his Internet Business Blog at: http://www.pqInternet.com.
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Posted by Fred on March 26, 2008 | Printer-Friendly
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Comments:
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Fred you are right about the people who live vicariously through American Idol. Even though the show is contrived, we, "the former choir geeks" love it. Even though I do not watch TV most of the time, this is one show I never miss. Just watching the contestants sweat it out reminds me of my "glory" days, auditioning, performing, and thinking I was super cool being in an elite traveling choir! Business is alot like that huh? We audition to sell the service or product, sweat it out and then, hopefully bask in the limelight.
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Sounds a lot like "stress the benefits, not the features". The oldest copywriting trick in the book. The ripped abs (visualization): second oldest. I'd say less than 1% actually follow it, though... Unless its in the copywriting or internet marketing field. Almost everyone follows it there... strange :)
Ohh and about selling fear: it works, and probably works better than any of the other primordial emotions, but there are a few "gotchas". You can only really sell the customer once on fear. After that, they think you're a Chicken Little. Can't really sell much on the backend or upsell easily either because your product already relieved threm of that fear. That's why alarm systems monitor for fire, break-in, carbon monoxide, etc. They can't squeeze out another "$20 more a month for fire protection". In addition, the problem with selling fear is usually your selling prevention: something 100x harder to sell than a cure. Try selling an alarm system to someone (or their neighbor) who just had a break-in: it's like taking candy from a baby.
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I find it amazing how people are so desperate for celebrities. All these reality shows are like a farm churning out celebs. I find them the most useless and untalented people on the planet.
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To be a pop star, people should either want to have s*x with you, or be you, and you need to have a great voice. Most contestants don't have that, and by being overexposed, they've blown any mystery about themselves.
They also have to whinge and cry to win. Not attractive in the long run.
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