Optimizing Your Impact with Jeff Schomay“Yes, I sell people things they don’t need. I can’t, however, sell them something they don’t want.” - John O’Toole, A true advertising master
Great salespeople know to sell the idea, not the product. Commuters don’t buy Jeeps because they intend to drive them over rugged mountain tops, but they like the idea of feeling like they could if they wanted to (“It’s a Jeep thing… you wouldn’t understand.”). McDonalds is the largest hamburger shop in the world, but their slogan has almost nothing to do with burgers, and everything to do with how people (allegedly) feel (certainly would like to feel) while eating a Big Mac – “I’m lovin’ it.” In general, people don’t buy products or services; they buy results, feelings, and ideas, and they make their buying decisions based on emotional responses.
And therein lies the problem – you can’t photograph an idea! You can’t give away free samples of a result. A description of a feeling is NOT the same as the feeling. So, how do you market and advertise these intangible things in portable mediums? How do you transpire specific emotional responses on command?
Welcome to the world of a screenwriter. The screenwriter is called upon to convey and evoke raw emotional responses and literally make people forget they are sitting in a dark room for two hours with only one tool: a description of things you can see and things you can hear.
How do they do it? First, some background on “how humans work.” Humans experience life on three main levels: physical, intellectual, and emotional. Body, Mind, and Heart. Physical is the part you can interact with directly. Intellectual interaction can happen if you have their physical attention. Emotional interaction can only happen if you can connect directly to their personal life. The portable mediums of advertising and a completed film are only experienced on the physical level, which means in order to reach the intellectual and emotional levels you need to encode the proper messages in the proper ways for your interaction to become an intellectual and emotional experience. Hence, the art and craft of screenwriting masters.
In order to sell ideas, feelings, and results, you’ll need to incorporate some of the craft and techniques of screenwriting. These can be studied and experimented with further, but for now the main idea to take away is this:
STOP thinking of your advertising strategies as primarily descriptions of features, and START thinking of them as mini screenplays designed to get an emotional response that can hold a price tag.
----------------------------------------
Jeff Schomay is a screenwriter and director of film/entertainer/entrepreneur, with keen insights into making a stronger response on your market.
To apply his unique background and perspective to your own branding and marketing efforts for better responses, contact Jeff at:
303-800-5854
jeff@inspire-your-buyer.com.
http://www.jeff-schomays-portfolio.com/Branding-and-Marketing.html
For more information, please visit Jeff's TNNW Bio.
Published by THE NATIONAL NETWORKER Newsletter. All rights reserved. Subscribe Free - Click HERE.
The National Networker Companies
Forward/Share This Article With Colleagues And Social Media:
No comments:
Post a Comment