Comments on: Once More, With Feeling

By: TP

TP — Tue, 29 Sep 2009 22:16:46 +0000

So you think Apple is successful because it has persuaded people that buying an Apple product makes them better than other people? That it shows they have taste and sophistication? Perhaps now, to later adopters. Maybe.

But you want to know why the iPhone was so successful? This: It looked like something from the future. Its interface was fluid and obvious, and connected immediately with all the hard-wiring in your brain about how physical objects should respond. I touch it and it moves. I swipe and it goes away.

This is the real emotional connection of the product. The other stuff you talk about is, at best, secondary. A distraction to the main idea.

By: Alex Lim

Alex Lim — Tue, 29 Sep 2009 12:13:58 +0000

This is an excellent post. I think the very core of marketing is making unobvious connection through establishing feelings with the customers. I guess that is somewhat the purpose of using celebrities as endorsers. If you want to feel like you’re Britney then use her branded perfume, clothes and shoes. It’s great to be aware with this basic principle of marketing. Thanks for sharing Lisa.

By: Lisa Barone

Lisa Barone — Mon, 28 Sep 2009 15:14:26 +0000

Josh: It’s so true. As a business owner, you’re selling way more than just your product. You’re selling the feeling and emotion behind it. That’s how you reach people.

Richard: Does anyone listen when they can tell someone is just reciting the 10-line pitch they memorized a week before? I know, I don’t. I may stand there politely and wait for him/her to finish before walking away, but that’s all they’ve inspired me to do. If you need a 3 minute scripted monologue to explain the benefits of a product, it clearly has none.

George and Kandi: Completely agree! Thanks for the comments. :)

By: Kandi Humpf

Kandi Humpf — Mon, 28 Sep 2009 14:37:14 +0000

Absolutely awesome post Lisa! I always say that I’m not a salesperson. I’m no good at “sales speak” and, I hate every moment of it. Once I get past the “here’s your proposal” part and get into the details and steps – it’s like everything in me gets excited about the opportunities for that client. And that excitement comes out in my voice, mannerisms and ideas. Thank you for letting me know that there are others out there like me – now I don’t feel so alone!

By: Kathy Hokunson

Kathy Hokunson — Mon, 28 Sep 2009 14:22:58 +0000

Lisa -
Another great post and you really hit the heart of “brand”, the emotional connection.
Kathy

By: Jamie Lee Wallace

Jamie Lee Wallace — Mon, 28 Sep 2009 13:51:36 +0000

Love this post and couldn’t agree more with Tim’s comment above – this is a concept that should be applied to much more than marketing … it should be applied to LIFE.

I think we all get so caught up in “looking smart” that we bury all the feeling (because, after all, there’s no data to back that up, right?) beneath loads of marketingese BS. I mean, how many marketing campaigns can you name that took a product or service that once HAD passion, and sucked the life right out of it by trying to cram it into some forumlaic, sales-driven method of marketing? Ouch.

In the end, we are human – with all our insecurities, inspirations, and aspirations. I sometimes find “marketing” to be dirty work – seems full of manipulation and trickery – BUT, when I think more along the lines of sharing a passion with someone who WANTS to share that passion; I can not only sleep better at night, I produce my best work.

Thanks for the great post. So glad I found your blog. :)

By: George Angus

George Angus — Sun, 27 Sep 2009 20:28:39 +0000

I think the most successful sales folks don’t sell the product or service – they sell their love for it.

Potential customers can sense that love and they will respond to it.

George

By: Richard Barratt

Richard Barratt — Sat, 26 Sep 2009 07:04:03 +0000

To quote: “We waste far too much time in business creating BS sales pitches designed to describe pointless features…”

You’ve hit the nail right on its head with that one!

Besides, I think almost everyone is now aware of when they’re being pitched to by a robotic ‘canned’ sales guy.

The old techniques such as the ‘yes roll’, ‘alternative close’, ‘7 steps’, etc are quite frankly a load of crap in my opinion. The very best sales people I know ignore these techniques and speak from the heart about their love for their product and their joy of how it can help their customer. It’s this approach that sees of competition and forms long-lasting relationships.

Great post!

By: Josh

Josh — Fri, 25 Sep 2009 20:10:16 +0000

Great post and Great reminder. In college I worked at a ski/snowboard shop and the owner always said “We are not selling Skis we are selling fun” he truly loves skiing and exudes that feeling as a result he is the most successful salesmen I have ever met. The same can hold true in any field.

By: Lisa Barone

Lisa Barone — Fri, 25 Sep 2009 17:32:03 +0000

Daniel: Thanks. I appreciate that. :) And agreed, I think the ability to engage your customers and make them feel something (anything) is indeed larger today than it ever has been. The more personal the tool, the easier it is to shake people.

Tim: Amen, brother. :)