August 21st, 2009
by Lorrie Thomas
Kaili and I had the pleasure of meeting with George Logan, super Santa Barbara Realtor, who shared a brilliant analogy about marketing and customer service…remember this to master your marketing, messaging and more:
Make your Mission to Serve like Cirque Du Soleil. Use language your market understands to get them in then OVER DELIVER
People go to see Cirque Du Soleil because they UNDERSTAND what the word “Circus” means, but once they arrive, their experience is soooo much more.
What the analogy is about is simple (but brilliant):
In marketing, you don’t have to explain EVERYTHING you do up front, you need to use language your target market UNDERSTANDS, then wow with experience…the experience you deliver will be education enough.
I work with business owners, entrepreneurs and marketing managers who far exceed their competition, and a common marketing pain point is to say too much up front…then prospective customers get overwhelmed and go elsewhere.
It is a marketing dilemma – how much do you say? After this analogy, I say the key to sales success is to not overwhelm your customer with to much content up front. Show more than tell (especially online, where web surfers scan versus read anyway!)
Remember, your market comes to you needing a particular service (ok, or thinking they need a particular product or service, then you slowly re-educate them). You can let them know you do above and beyond what you do and communicate your distinction, but do not feel the need to explain the WHOLE enchilada on your first date…it may be overkill and send prospective customer running to the hills (the competitive hills!)
Case in point - Cirque Du Soleil says they are a circus. Succinctly, artistically, visually and marketing-magically they SHOW the rest. If their marketing collateral went on and on about how they were better than the average circus, had better costumes, choreography, pyrotechnics, the best sound stages, special effects, blah, blah, blah (you get the point) the interested ticket buyers would be lost.
…they just want a magical entertaining experience!
Sometimes the customer doesn’t care about the behind the scenes details…they simply want experience, service and results….how you magically deliver that is up to you to wow with!
I encourage you to speak your customer’s language, have your marketing SHOW and TELL your value and let your delivery be your secret sales driver….
May your service be your #1 selling tool and the experience you deliver that creates raving evangelists be your second 
Follow me on Twitter @webtherapist for more marketing motivation tips and Join WMT’s Facebook Group “Web Marketing Group Therapy” for rocking advice and spoonfuls of marketing sugar!
Web Marketing Therapy Related Links:
- Friday Web Marketing Funny – Tales of a Wild Web Woman
- Web Marketing Friday Funny – Build Your Monk-E-Mail
- Friday Funny: Word of Mouse Marketing!
- Web Marketing Friday Funny – Go Google Yourself!
Keith T,
(August 21st, 2009 at 3:22 pm)
Considering that many people have the attention span of a 4-year-old on a sugar high, the more succinctly you get the initial message across to people, the better
Lorrie
(August 21st, 2009 at 4:48 pm)
huh? what did you say?
great point Keith!
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