Develop A Story In Order To Sell More Products

I guess you got me on a video kick now and just can’t get enough of me. In the video below I tell a story about me and some of my past adventures.

*disclaimer: some of the information in this post could be considered illegal activity depending on your country, state or city. This is meant for entertainment purposes only and not as a guide to do anything that violates any national, state or local laws.

How’s that for a setup? I bet you’re interested now. Lets roll the tape. Also I noticed the auto gets a little fuzzy in some places. I apologize.

I’m sure by now you have figured out this post is about developing a story around your product. Doing so effectively can make a huge difference in profits and brand loyalty. Why do you think iPod does so well? Its not because iPods are the best made product on the market, actually they fail a lot. But nobody cares because of the emotion that accompanies the product. Everyone knows you are cool when you listen to an iPod.

It’s amazing how people are willing to purchase a sub-par product just because of how the story makes them feel. But I am not advocating for you to go out and develop a story around Online Pokies a crummy product just for the sake of selling more.

Next time you are about ready to go and launch a new product, look at the story you are about to tell and see how you can tell it a little better. Start by telling people how life was before you made your widget and how you thought there could be a better way. So you set out to find that way that could help all of humanity. In your quest to do so you developed your widget. Then out of the kindness of your heart you decided to share that widget with the rest of the world so they would not have to go through the same troubles and termoils you had to endure. Do this in about 30 seconds and you have a winner. What do we give them, Johnny? A shiny new widget for $19.95.

Now see, that wasn’t so hard.

Tell me about products you have purchased that totally sucked but came with a good story…

If you were interested in the knife I was talking about you can find it here for $36. The brand name of the knife was Min Sheng. Not all countries allow such things, so make sure to double check before ordering.

How to get people to trust your product

The question of how to get people to trust your product is one that everyone asks whether conscious or subconscious. I recently read an article talking about some of Tiger Wood’s endorsers starting to drop the famous golfer over his recent car crash incident. Now for the record I was not there and I have no idea what actually took place that night. What I do know is that Tiger Wood’s Lawyers suck and he has some major damage control to conduct on his brand.

The one thing that Tiger Woods can’t take back about the incident that happened is the forgone conclusion that people have reached about the actual event regardless of their factual accuracy. When people are left to their own devices they will conceive whatever they want based on the limited facts they know. Remember the story about people shooting up grain silos in the middle of the night after tuning in late to the radio broadcast of War of the Worlds?

An invisible line was crossed by Tiger that spoke loud and clear to everyone, that he is as human as we are and has skeletons in the closet. Those two revelations have shattered the trust and opinions people have formed about Tiger over the last decade or two. All of the branding and advertising that Tiger has taken part of by some of the biggest companies in the world have made his likeness to be that of a perfect and happy family man who is extremely gifted at golf. That foundation has been cracked.

I can almost say with certainty that Tiger or another family member called one of his lawyers and told them what happened that night. The lawyer probably determined that the best course of action would be to not talk to anyone, including the police (legally fine in Florida). This has some major problems from a branding perspective because 10 minutes after the event took place, everyone on Twitter already knew about it. Now the world knows about what happened that night, which is worse than knowing exactly what happened.

I have dealt first hand with Tiger’s lawyers regarding a domain dispute. The same course of action was taken with me, in a very lawyeristic form: don’t talk, just hit people over the head with legalese. I decided because of how Tiger’s lawyers went about the issue I would put up a fight as I was legally right and they had no real leg to stand on. Had they simply opened up dialogue with me and expressed what they wanted, I probably would have simply given them the domain.

What does all of this have to do with getting people to trust your product? Simple. With the advent of instant communication and the Internet, brands can not go about things the same way they used to. Listening to lawyers all the time can damage your brand just as much, if not more (even if they are legally right). I am sure Tiger’s lawyers were doing the right and correct thing from a legal standpoint, but now Tiger is losing endorsements and suffering for lack of transparency. The brand water has been tainted.

People who get a hold of information that is not resolved will want a resolution. If your brand has an issue, the best thing to do from a brand standpoint is to address that issue head on, hopefully via the same medium. All of the lawyers might cringe when this happens, but what is worth more, the brand’s integrity and future profitability or having that lawyer around?

Don’t get me wrong, this is not a post about how bad lawyers are. This is about the court of public opinion for which lawyers don’t hold degrees. When this type of problem arises with your brand, it is important to think about legal and social ramifications of the solution. Once done, some things can’t be undone.

*picture from http://pspinc.net/wordpress/?p=495

Monster Energy Drinks Marketing Idea and Strategy is Flawed

Monster the Energy Drink company and their parent company Hansen Beverages has stirred up quite the hornets nest on the Internet recently by sending out a slew of cease and desist letter/emails to businesses running products/services with similar names as their Monster Problem Energy Drink (link contains N.S.F.W. language, post by Allyn Hane). One of these businesses is the Rock Art Brewery.

In the above video about my take of the Monster Energy Drink fiasco I make a couple of points. Here they are in recap:

  1. Monster is doing what businesses do every day and should be doing every day in order to stay relevant. If the shoes were flipped, Rock Art Brewery would be doing the same thing. This is evident by the fact they trademarked their beer to begin with.
  2. Monster and other businesses like them trying to protect their brand are going about things the complete wrong way. Hitting people over the head with a 2×4 is not the best way to get your way. People will either roll over and die, stand up and fight or watch the fireworks that ensue by doing either of these things.
  3. Monsters best bet at resolving the firestorm that has flared up around them is to get down and dirty and start righting the wrongs. The only way to do that is to treat people like human beings first, then hit them over the head with said 2×4 if an agreement can’t be reached. This approach would serve to limit huge amounts of bad press because you tried your best and that was the final outcome.

What can we learn from all of this craziness that is going and will continue to go on as long as people have super easy ways to communicate and spread ideas?

  1. Continue to do what businesses do and protect your interests so long as you…
  2. Treat people like humans and you’ll have less problems.
  3. Explore other options to reach the same conclusion.
  4. Tell people why you are doing what you’re doing.
  5. Then sic the law dogs on your competitor.

Now I am no lawyer and I am not offering any legal advice on whether or not this method screws something up, but I am sure it would probably work much better for all in the end.

What did you think of that awesome intro? That was courtesy of Steve Sherron and his amazing video skills. Be sure to stop by and check him out on his video blog Blogger Lens.