I've been doing Voice of the Customer research on my own while working as a food demonstrator at a large
grocery chain. 100% of the time, the selling points provided by the
manufacturer are dull, dull, dull. Where's the fun?! What people respond to is FUN. An
upbeat attitude and a playful manner trumps zero transfats, low sodium, and
all natural ingredients every time.
"You can't BORE someone into buying your product." So I'm told by a wise friend. Memorable consumer ads have a funny or dramatic hook to get you involved.
But what about the serious world of B2B marketing communications? Aren't we just presenting facts?
Certainly facts are important, but ONLY in terms of what's relevant to your buyer. To be relevant you need to understand how users benefit from using your product or service. If you aren't sure, ask! A little research can go a long way toward building your company's sales success.
Once your message is relevant, it's time to develop a personality. People buy from other people, right? Since they're your company's public face, marketing communications pieces need to present a consistent, likeable personality.
Injecting humor can do this. It might be light-hearted visuals or tongue-in-cheek headlines. Either way humor requires that you relax and take a fresh look at what you're selling. It can be tricky but pay off big-time. Done right, an attitude of fun creates a strong bond with prospects.
Here's a little 80s fun to inspire you:
http://youtu.be/HId2jQBEbYY (live in Paris)
Love that Cyndi!
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