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Speed Dial: 60-Second Marketing Insight Newsletter
When I do new product development projects, I'm paid to come up with creative ideas that my clients can commercialize. Since creativity is an important part of my job as a marketing strategy consultant, you can be sure that I have a few tricks up my sleeves... and today, I'm going to reveal a secret that no other creativity guru has shared with you: To be creative, you have to give your brain what it needs for peak performance, something it's typically lacking in our go-go-go world: adequate rest & proper hydration. You simply can't deliver exceptional creativity when you're in a state of habitual sleep debt & dehydration. Wait a minute- - that's it?! That's the big "secret no guru has told you"?! Quickly now, how are you feeling? Disappointed, exasperated, a bit betrayed, and maybe even a little grumpy? Good. Because today's Speed Dial isn't really about creativity... it's about a fundamental aspect of consumer psychology, the one that you're experiencing at this very moment. Now, let's be clear: the creativity "secret" I shared with you is 100% true, and it's an important one that works- - but it's NOT what you wanted to hear, is it?
What does this today's exercise into consumer expectations mean for your business? When we understand the way our customers minds work, we can use that knowledge in an ethical manner. Remember that old saying: "sell the sizzle, not the steak"? When you construct the best new products & services you can, understand that your consumers, customers, and clients subconsciously want you to offer them a little "sizzle" as well. From a psychological perspective, adding that extra bit of flair to a quality product increases your audience's overall satisfaction & enjoyment, so do it! If you're marketing from a place of integrity, you should have no qualms about adding a bit of magic to your presentation. Speaking of marketing for good, next week's Speed Dial is one you won't want to miss! Have you ever wondered why some charitable causes like breast cancer get incredible amounts of publicity while others flounder and even fail? Join me next Tuesday for in-depth answers as we look at "How to Change the World: Marketing for Good." Have a great week, and I'll see you again on Tuesday! - Marie
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The main message of the article is that we should add a bit of “sizzle” to the high-quality “steak” we’re selling to our customers, because that extra excitement adds to the satisfaction they ultimately feel.
To communicate that idea, I led you in with a big headline… “The Creativity Secret No Guru Has Told You.” Talk about sizzle! That’s one smokin’ headline, and it probably whet your appetite quite a bit.
And then what do you get? A big bland piece of meat: the creativity secret is that you need to take care of yourself so your brain can perform at its peak. Well, thanks for the Tuesday newsflash, Captain Obvious!
So that’s why I thought it might be best to clarify further. Your “steak” may be worthwhile. There’s absolutely some value in the creativity “secret” I shared. But in this case, the sizzle doesn’t match the steak, and you come away disgruntled at first. Of course, I quickly rush in to offer you a wonderful rack of lamb to make up for it, by assuring you that the “secret” was just a tool to help you understand first-hand how much your consumers crave a little bit of excitement when you present your product or service.
You know this already, but it’s worth saying: when you’re pulling together your new products/ services, your marketing plan, and your sales approach, there needs to be a balance here. Too much sizzle, and your steak falls flat because your customers’ expectations are out of whack. A really good steak, but no sizzle? You’ll have the best product or service that no one will have ever heard of, because you won’t be capturing your consumers’ imaginations.
All this talk of steak is making me hungry- - who’s buying lunch?!
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