I just have found this video, which demonstrates …
Well, just watch it. It's only 2 minutes or even shorter. (I didn't look at the timer.)
And then, please, leave a comment and let us know what you think.
That's what the description at YouTube reveals,
«While technology, communications channels and media usage habits change over time, the fundamentals of profitable business-to-business marketing, including the importance of building awareness, credibility and relationships, do not. In this excerpted video from a live staging of McGraw-Hill’s classic “Man in the Chair” ad at the Business Marketing Association’s 2009 national conference, BMA drives home the fundamental similarity between how buyers and sellers built business relationships 50 years ago and how they continue to do so today, albeit with many new and revolutionary tools and techniques at their disposal. For more information on BMA’s “UNlearn” conference, go to www.marketing.org/conference»
The Man In The Chair Ad — Then and Now
BMAintheUSA on YouTube
BMAintheUSA is based in Chicago. The Business Marketing Association is a leading marketing organization serving the professional development and networking needs and interests of some 2,500 senior business-to-business marketing professionals and 21 chapter organizations throughout the U.S.A.
• They don’t want what you sell.
• They don’t have the money.
• They don’t trust you.
Let’s focus on the first reason for a minute or two.
They don’t want what you sell.
In many instances this can easily be translated into “They don’t understand what you sell.”
Direct response copywriters and advertising experts taught us the importance of “getting into the head of our customer”.
A piece of marketing which generates a lot of response is not a monologue, it’s a dialog between the copywriter and the reader—the prospect. A writer needs to join that conversation in the head of the reader. Therefore, the writer needs to understand the market and the prospects she is writing for very well.
Derek Sivers gave a short 6 minute talk at a TED (↑) conference in India, in November last year. He reminds us of the many reasons why the person listening or reading might not understand what you are trying to communicate. His multicultural example makes it quite clear.
Derek Sivers: Weird, or just different?
Derek Sivers at TED Different Perspectives? (Pop Out)
That’s just the icing on the cake. Culture is not the only potential barrier that interferes with the meaning of your message and its perception.
“Despite the Internet being a global medium, your audience usually wears a very local head.”
~ John W. Furst
Enjoy the video and start becoming more aware of dangerous pitfalls in your communication and marketing.
Top level copywriters preach for ages how this can be done, but it seems that
(1) Most marketing and advertising professionals are consistently ignoring that knowledge of “How To Make The Sale” and
(2) There's a steadily stream of a new generation of professionals whom this know how should be brought to attention too.
Now Christophe Morin and Patrick Renvoise have not only conserved this wisdom in their latest book Neuromarketing, but also have put it in new light.
Put the book in your amazon cart right now!
While you are waiting for your book to be delivered you can read on and answer yourself the following questions:
Did you ever wonder why there are certain mega markets like health, fitness, make money, relationship?
Did you ever wonder why some products sell like crazy although you say, “I never would buy that sort of …” It's not — actually it's never — about YOU.
Once you watched the video below you might not wonder anymore why certain marketing strategies and tactics that you may observe work. Smart marketers are using that secrets big time. For decades. They are making big money while you say, “I don't like that kind of marketing … ”
Well, one more time: “It's not about YOU. ”
As long as you market to people made of flesh and blood you need to do it that way.
Technology is changing
Trends are changing
Styles are changing
PEOPLE are not changing! Not in your lifetime.
Now watch this video about the absolute marketing power