Inform vs. Excite

excite v. 1 a: to call to activity b: to arouse to feeling 2 a: ENERGIZE b: to produce a magnetic field in 3: to increase the activity of 4: to raise to a higher energy level syn see PROVOKE

A lot of marketing doesn't do the whole job. It informs, but doesn't excite. The fact is, it doesn't matter if you have the best product if you're not getting prospects excited. If you don't excite your prospect, you won't sell your product. So, how do you excite your prospect? Start by acknowledging that your prospect isn't just a prospect. She's a person with emotions who doesn't respond with just her head. She responds with her heart, soul, and funny bone. As a marketer, you must tap into the right emotional and psychological nerve that gets your prospect excited.

For example, when Canon wants to sell its new camera to families, they'll tout its high-tech features, but that's not ultimately how they'll sell it. They'll sell it by associating those features with the things that we, as humans, care about ... a child's first steps, a great vacation, or a 90th birthday celebration. When Chrysler targets NFL-watching guys with a spot for its new sports car, there's a reason they use quick cuts, heavy-metal music, and mention it goes 150 mph. Will you drive 150 mph? Doubtful. Does that still excite the macho male libido? Absolutely.

Follis Fact #5 If you want'em excited about your product, you'd better get'em excited about your marketing.

My agency once created a campaign that got people so excited, they took to the streets. The client, Daffy's, was an off-price fashion retailer. Our outdoor ad read:

If you're paying over $100 for a dress shirt, may we suggest a jacket to go with it?

(The visual was a straight jacket.)

Everyone who saw the ad loved it. Well, almost. Shortly after the campaign broke, an organization called The Alliance for the Mentally Ill informed us that straight jackets and mental illness were nothing to joke about. They demanded that we immediately pull the ads. We were shocked. So, after discussing it with our client, we concluded that The Alliance was overreacting. And, we respectfully told them so.

Undaunted, they elevated the issue by bringing it to the attention of the American Association of Advertising Agencies, as well as the outdoor media companies who posted the ads. Mysteriously, our clients' stores began receiving disturbing, anonymous calls. Eventually, the story even found its way to The New York Times -- not that we minded. As if that wasn't enough, when my partners and I arrived at a major industry award show to accept for "Best Outdoor Advertising", The Alliance members were there waiting for us. Angry picketers crowded the hotel entrance waving posters and flyers condemning both our ad, and our agency. Thankfully, things remained peaceful.

Eventually, we did replace the ad, but not before our client got more press and sales than they'd dreamed of. The moral of this story is worth noting: Despite the fringe few who can, and probably will, make a stink about anything even slightly provocative, sales is always the best barometer of public opinion.

Follis Fact #6 It's better to upset a few people than bore them all.

Consumers are bombarded with thousands of messages a day, so if a marketer can't cut through the clutter he's wasting money. That's why it pays to be bold. In fact, I tell my clients that if a concept doesn't make them at least a little nervous, then it's probably not that good. Bold does not mean irresponsible. A brand image is precious and should be handled accordingly. That doesn't mean being boring. The challenge is to get people excited, and a smart, bold effort will do that better, and for less money, than something innocuous and uninspired.

As a rule, larger clients with a broad base are much more nervous about doing anything the least bit provocative. Seth Godin says, "Too often, big companies are scared companies. They work to minimize any variation including the good stuff that happens when people, who care, create something special." These companies are layered with middle managers, steeped in corporate politics, and terrified of sticking their neck out over advertising that anyone might perceive as risky. They don't realize that no one is ever bored into buying anything and it's a bigger risk to do something safe and boring.

Regardless of size or corporate culture no marketer can afford to lose sight of the purpose of marketing: to reach, and motivate, as many prospects as possible. With that understanding it's impossible not to offend someone, somewhere, about something. So, rather than ask; "Are we offending anyone?" you might want to ask, "Are we getting anyone excited?"

© 2005 John Follis. All rights reserved.

For John's booklet: "How to Attract and Excite Your Prospects: A Guide for Getting the Best Marketing Results", visit: http://www.follisinc.com/booklet.htm

John Follis is one of the 12 "Best Advertising Minds of New York" as voted by The New York Ad Club. His campaigns are in 3 college textbooks, he has written for ADWEEK, and he has taught at 3 New York universities. Currently, John works on select projects, consults, and speaks. John may be reached at: john@follisinc.com

For consulting info, visit: Marketing Therapy: http://www.follisinc.com/therapy.htm

For speaking info, visit: Follis Speaking: http://www.follisinc.com/speaking.htm

---

How to Profit from Your Expertise (Part 1 of 2)

Are you looking for a natural way to market your... Read More

The Six-Step Process That Grows Your Business

1. Examine your clientele and define your ideal client. Of... Read More

Whats Your Marketing Attitude?

Entrepreneurs pay a lot of attention to the mechanics of... Read More

A Good Marketer: What?s the Measurement?

As a business owner, you know how valuable being good... Read More

How To Achieve Success With Your Own Money Making Newsletter

Writing and publishing a successful newsletter is perhaps the most... Read More

The Mighty Marketing Brochure

"Brochure" is French, and it comes from brocher, meaning to... Read More

Prepare Your Communications For Growth

As the American economy emerges from recession, many businesses are... Read More

Tipical Mistakes in Marketing

To prevent the risks of a promotion campaign for our... Read More

How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling - Part 4

Let's continue to discuss the various marketing principles that are... Read More

Postcard Direct Mail Marketing Tips And Ideas

Postcards are perhaps the least expensive way of reaching a... Read More

Beyond Repair: The Fixed-price Model

Don't get me wrong. I certainly don't think the majority... Read More

Peddling Your Own Wagon Through Local Exposure

In my e-book "Articles That Sell", I've shared the secret... Read More

Receiving a Brochure Printing Quote

Brochures are a great way to get your message across.... Read More

Using Direct Mail

The advantages of using direct mail to promote your home-based... Read More

Testing Your Way To Prosperity

I have always enjoyed talking to a Realtor friend of... Read More

Features and Benefits Brainstorming

This is it what I use BEFORE I begin to... Read More

How To Use Humor Successfully In Your Business Communications

For generations people have been saying that laughter is good... Read More

Nine Advance Networking Skills for Seasoned Networkers

A seasoned networker knows the real meaning of networking --... Read More

Increase Your Profits Through Customer Loyalty

The job of convincing your existing customers to spend higher... Read More

Ditch Coupons Before Customers Ditch You

Everyone wants to feel like they're getting a good deal.... Read More

Raise Your Income!

How often do you sit around and wonder how to... Read More

Cook Up Something Special: How To Create A WOW Experience For Your Clients

My niece recently graduated from high school, and my family... Read More

7 Cheap & Easy Ways To Get Prospects

Here are some quick techniques you can put into place... Read More

Mark Twain?s Great Marketing Idea

To tell you the truth (and about 53% of this... Read More

John Kerry, Amazing Direct-Marketer!

If you want to uncover a little secret about how... Read More

Service Marketing - A Relationship Building Approach

Can we imagine a place in the world today without... Read More

Promotional Freebies

What's a promotional freebie? A promotional freebie is something you... Read More

How to Promote your business website using free online resources.

There are many ways to promote your website for free... Read More

Corporate Gift Tips To Wow Clients & Associates

1) Know the company and their culture. Are they trendy... Read More

Trade Show Promotions That Are Memorable

If you have been to expos and trade shows as... Read More

Marketing with Special Reports. 5 Ways to Develop Content Your Prospects Cant Wait to Read

So you've decided to start publishing an e-newsletter, or you'd... Read More

Quick and Instant Marketing Soup

Everything happens Quickly and Instantly on the Internet. In the... Read More

If My Work is Good Enough

"If My Work is Good Enough, I Shouldn't Have to... Read More