Have you ever heard people bad mounting marketing? Saying it doesn’t work. It’s not a science. It’s ineffective, etc. etc. Here’s an exercise you can do yourself or have your unbelieving friend do to settle this once and for all.
First of all, the credit goes to the late marketing genius Gary Halbert for this idea. I couldn’t find it in any of his online material so I’m going to give it to you like I remember. (Warning, gets kind of graphic, but that’s the point.)
You will need the following material: 2 white envelopes, two pieces of clean, crisp white paper, two 41 cent stamps and a ball point pen.
Take out the first sheet of paper the write the following letter:
Your mean the world to me. I am so lucky that I am your son/daughter. The world means a lot to me because you are my mother and are a blessing to me. You have raised me and nurtured me and now I have turned out to be a great success.
You deserve all the credit, thank you!
Your loving son/daughter,
Now, write the second letter:
Don’t bother responding to this letter as it’s the last communication that I want with you. Ever since I was born my life has been a curse because of you. Everything bad that has occurred in my life somehow finds its way back to you. Please forget that you even have a son/daughter.
Now, put the letters into the envelopes, address it to your mother, and you probably don’t want to send the second one.
What’s the point?
Everything (the envelope, writing, paper color and size) being equal, the “marketing” message is the only thing that is different here, but it will trigger significantly different reactions from the recipient of this message. The recipient of this message will not only have a different psychological experience, but their biological experience will be different too.
When marketing is done properly, it will target the right people, with the right message at the right time and it will generate the response that you are looking for. Just as the letters would have produced totally different responses, so should your marketing.
What’s some compelling marketing that you have experienced? (and don’t say Apple 🙂 )