Adventures in Business and CRM

As I was going over some of the marketing initiatives I had for a few of my businesses today, I became increasingly excited about a few things that were going on within the companies I had worked so hard to build.  It’s amazing to see a simple concept that I thought of while running a few miles early one morning, turn into full-fledged operations with a brand, a product/service, a following, and even a bit of buzz. It’s always interesting to see how people react to new concepts and companies that are brought to their attention. There are always one of three possible reactions. The first reaction being pure joy and excitement – which is rare. The second reaction is indifference, or a simple “cool” .  And the third possible reaction comes most often…”Nice concept, cool idea/product… maybe I’ll get one or use this service someday”. This is commonly described as “somewhere in the middle”. Marketers refer to them as “buyers on the fence”.

Can I Get Excited About Your Brand? Can You?

The unfortunate truth is that 1/3 of companies that exist today are nothing to really get excited about. They may produce their promised result, but there’s simply nothing infectious about the company’s brand or community. It always comes back to community, doesn’t it? So many of the internet’s top consultants talk about creating a community around your brand… and for good reason. I remember talking about this in a post called Increasing Sales in 5 Days Today’s tough economy makes effective once marketing methods of the past almost obsolete. Top marketers are now scrambling for newer tactics to “trial and error” other concepts on the newer more frugal marketplace.

If You’re Not Excited About Your Brand, Chances Are, Neither is Your Customer

Have you ever been awake late at night, flipping through the channels on your television, and you come across those mesmerizing infomercials? I’m not talking about the ho-hum infomercials of old. I’m talking about the full-on screaming, yelling, fun and excitement filled infomercials that you end up watching like 4 times, even though you know you aren’t going to buy that particular product or service? Do you notice a common trait among all of these infomercials? Each one doesn’t talk about how great the company is, or even how great the product is. The focus of these hard-hitting infomercials is always on what the product or service can do for the customer! The announcer or narrator is excited, and even sometimes yelling, because his product is doing great things for it’s customer.

I won’t lie… I’ve watched the infomercial with the hot girl who features a six-pack… and almost fell for her story of how she lost all of her post-baby weight, got taller, tanner, and sexier because she used her ab-roller everyday for 5 minutes. Her before picture features her with a sad and forced smile, looking pale, fat, and miserable. The newer, leaner, and better version of the new mom features an instant tan, longer/better styled hair, whiter teeth, and even a guy who appears out of nowhere because he wants a piece of this now-hot girl.  Oh, how I love infomercials! They are great at making the consumer feel that this one product… at this ONE time will solve all of their problems and make everything better in their life… if they just ‘BUY NOW’!

Time to Get Excited About What You Offer!!!!

It’s time to ask yourself an important question. This may be the most important question you’ll ever ask yourself as a business owner, or potential business owner…or eve as a marketer. Are you excited about your business? Your brand? Your marketing? Your clients? If not, why? If so, then are you excited enough?

Think about the passionate people at Apple…specifically Steve Jobs.  Steve Jobs is reknown for his keynotes because of his enthusiasm. You can tell that he thrives on delivering new products and concepts to eager mac lovers to revel at. His passion is infectious. Be the Steve Jobs of your industry. Create passion within your usership that derives from your own enthusiasm.

What keeps you from feeling your product or service is something to get excited about?

I firmly believe that every product or service has the potential to make it’s prospects enthusiastic buyers, and that’s really what it takes to sell in this market. A car is not just a car. It’s a mode of transportation. Kids experience their first life experiences, first beach trips, vital doctor visits, along with trips to visit precious families in these things. It’s more than a car, it’s a tool used to live life to it’s fullest. No longer are things just things. Objects are no longer just there for the sake of being there. Everything has a greater purpose, and tapping into those emotional experiences to elicit excitement in your consumer is the key to creating rabid fans of your brand.

How do you get lured into being a passionate user of a product or service? What are your experiences on this? Please feel free to chime in with your your opinions and experiences -  I am interested to hear your views on this one!

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