Part 10 – Don’t Sell – Entertain, Inform, Educate, Inspire, Showcase
Gosh this is a contentious one. I read so much about how you need to be a salesman with everything you do and yet some of the best salesmen in the world never sell.
They inform, entertain, educate, solve problems but rarely sell.
Think how Dove uses real body images to inspire the ‘average’ woman to buy its products.
Red Bull has firmly associated itself with extreme sport.
Gary Vee publishes copious amounts of content to highlight his agency, educate people on products he’s invested in and sell his books.
I’m going to be using travel stories to showcase a lifestyle business.
How you can you creatively showcase your products tied into an interest that your audience may have?
Years ago (1987) in the UK there was a series of adverts for Nescafe Gold Blend coffee. It was basically a love story between two neighbors over a series of ads, but the product for sale was coffee.
People (including me) were absolutely hooked by the story. It was like a mini series!
Check out a compilation of the story here;
More recently you had The Lego Movie. That wasn’t just about merchandise, that was a revamp of a kids toy brand that’s been about for years! Again absolutely genius.
Now we can’t all go around making TV adverts & movies, but what’s your story?
How can you turn your product or service into something that will entertain, inform, educate or inspire your audience?
Food for thought…
Look out for my final part tomorrow. I’ll be having a quick chat about Facebook groups and wrapping up this little mini series on how to build your brand using FB in 2019.