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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
Posted by Fred on March 26, 2008 | Printer-Friendly
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