Inform vs. Excite

excite v. 1 a: to call to activity b: to arouse to feeling 2 a: ENERGIZE b: to produce a magnetic field in 3: to increase the activity of 4: to raise to a higher energy level syn see PROVOKE

A lot of marketing doesn't do the whole job. It informs, but doesn't excite. The fact is, it doesn't matter if you have the best product if you're not getting prospects excited. If you don't excite your prospect, you won't sell your product. So, how do you excite your prospect? Start by acknowledging that your prospect isn't just a prospect. She's a person with emotions who doesn't respond with just her head. She responds with her heart, soul, and funny bone. As a marketer, you must tap into the right emotional and psychological nerve that gets your prospect excited.

For example, when Canon wants to sell its new camera to families, they'll tout its high-tech features, but that's not ultimately how they'll sell it. They'll sell it by associating those features with the things that we, as humans, care about ... a child's first steps, a great vacation, or a 90th birthday celebration. When Chrysler targets NFL-watching guys with a spot for its new sports car, there's a reason they use quick cuts, heavy-metal music, and mention it goes 150 mph. Will you drive 150 mph? Doubtful. Does that still excite the macho male libido? Absolutely.

Follis Fact #5 If you want'em excited about your product, you'd better get'em excited about your marketing.

My agency once created a campaign that got people so excited, they took to the streets. The client, Daffy's, was an off-price fashion retailer. Our outdoor ad read:

If you're paying over $100 for a dress shirt, may we suggest a jacket to go with it?

(The visual was a straight jacket.)

Everyone who saw the ad loved it. Well, almost. Shortly after the campaign broke, an organization called The Alliance for the Mentally Ill informed us that straight jackets and mental illness were nothing to joke about. They demanded that we immediately pull the ads. We were shocked. So, after discussing it with our client, we concluded that The Alliance was overreacting. And, we respectfully told them so.

Undaunted, they elevated the issue by bringing it to the attention of the American Association of Advertising Agencies, as well as the outdoor media companies who posted the ads. Mysteriously, our clients' stores began receiving disturbing, anonymous calls. Eventually, the story even found its way to The New York Times -- not that we minded. As if that wasn't enough, when my partners and I arrived at a major industry award show to accept for "Best Outdoor Advertising", The Alliance members were there waiting for us. Angry picketers crowded the hotel entrance waving posters and flyers condemning both our ad, and our agency. Thankfully, things remained peaceful.

Eventually, we did replace the ad, but not before our client got more press and sales than they'd dreamed of. The moral of this story is worth noting: Despite the fringe few who can, and probably will, make a stink about anything even slightly provocative, sales is always the best barometer of public opinion.

Follis Fact #6 It's better to upset a few people than bore them all.

Consumers are bombarded with thousands of messages a day, so if a marketer can't cut through the clutter he's wasting money. That's why it pays to be bold. In fact, I tell my clients that if a concept doesn't make them at least a little nervous, then it's probably not that good. Bold does not mean irresponsible. A brand image is precious and should be handled accordingly. That doesn't mean being boring. The challenge is to get people excited, and a smart, bold effort will do that better, and for less money, than something innocuous and uninspired.

As a rule, larger clients with a broad base are much more nervous about doing anything the least bit provocative. Seth Godin says, "Too often, big companies are scared companies. They work to minimize any variation including the good stuff that happens when people, who care, create something special." These companies are layered with middle managers, steeped in corporate politics, and terrified of sticking their neck out over advertising that anyone might perceive as risky. They don't realize that no one is ever bored into buying anything and it's a bigger risk to do something safe and boring.

Regardless of size or corporate culture no marketer can afford to lose sight of the purpose of marketing: to reach, and motivate, as many prospects as possible. With that understanding it's impossible not to offend someone, somewhere, about something. So, rather than ask; "Are we offending anyone?" you might want to ask, "Are we getting anyone excited?"

© 2005 John Follis. All rights reserved.

For John's booklet: "How to Attract and Excite Your Prospects: A Guide for Getting the Best Marketing Results", visit: http://www.follisinc.com/booklet.htm

John Follis is one of the 12 "Best Advertising Minds of New York" as voted by The New York Ad Club. His campaigns are in 3 college textbooks, he has written for ADWEEK, and he has taught at 3 New York universities. Currently, John works on select projects, consults, and speaks. John may be reached at: john@follisinc.com

For consulting info, visit: Marketing Therapy: http://www.follisinc.com/therapy.htm

For speaking info, visit: Follis Speaking: http://www.follisinc.com/speaking.htm

---

Making Your Mark With The Millennials

Generation Y--The second-largest crop of young people in America's history,... Read More

Mail Can Make You Money

Are you still waiting for business to turn around before... Read More

Give me a Referral any Day - the Power of Networking

I nearly panicked recently! Well, maybe a slight exaggeration but... Read More

Marketing, Lead Generation, and Research: A 3-in-1 Solution

I Hate Cold CallsLong before I started my business, I... Read More

Walking Talking Advertisements

So you've made a sale. Great!Now what? You're not just... Read More

How To Successfully Launch A New Business Activity

I often talk with business owners who tell me how... Read More

The Art of the Business Card

Use a business card as a note pad for recording... Read More

10 Ways to Get Your Flyers Noticed

An inexpensive way to promote your services is to createvarious... Read More

Another Commercial? Dont Touch That Dial! Watch & Learn

When commercials come on the television do you get up... Read More

Modern Marketing With Postcards

Postcards may be one of the best kept secrets of... Read More

Getting Your Marketing Message Across with CD Business Cards

CD Business cards allows any type of business that dynamic... Read More

The X Factor

So you've invested more time than you ever believed possible... Read More

Directional (Not Direct) Marketing

Those who believe the web is not a direct response... Read More

Free Publicity for Restaurants

One of the best ways to get a restaurant free... Read More

Secret of Strategy - Part 2

How to Create Strategies That Work In Today's Markets. Of... Read More

Getting Personal ? Innovative Marketing for Small Business Owners

The small business marketing strategy you can't afford to miss... Read More

Shine a Spotlight on Your Professional Service Firm

As a life-long dancer, I know a bit about the... Read More

What to be Successful? Marketing Makes the Difference

When you hear the word "marketing" what comes to mind?... Read More

Your Plan For Marketing Success

The most important, yet overlooked aspect of marketing is an... Read More

Direct Mail Response Rates Mislead if You are Careless

I could tell you that the average temperature in the... Read More

Keeping Your Mailing List Clean and Efficient

Your mailing list retains its value best if... Read More

Developing a Contact List- Part Two

In a previous installment, we spoke about how to come... Read More

Fundraising Letters Should Raise Donors, Not Donations, When Mailed to Strangers

Are you willing to spend $1.25 to raise $1? To... Read More

Dont Let Your Business Cards End Up in the Trash

Business cards are such wonderfully creative little marketing products. Most... Read More

Creative Online Marketing For Salespeople and Business Professionals

New to a sales career? Want to market yourself but... Read More

Fundraising Letters Are Easier To Write With AIDA

Learn a lesson from professional direct mail copywriters. They follow... Read More

Marketing Through Associations

©2004 Jeffrey DobkinIf you're in direct marketing, you're continually looking... Read More

An Example of Understanding Consumer Thinking

A church in my community provided me with one of... Read More

Tricks of the Trade: Design your Booth for Maximum Impact

The fight for your customer's attention at a tradeshow has... Read More

How To Use The Og In All Of Us To Make More Money

5000 B.C. -- somewhere near a cave in MontanaOg the... Read More

Mortgage Marketing - How to Earn More Business From Realtors®

Is your marketing strategy getting the results you desire?Mailing postcards,... Read More

2 Step Marketing

Do it Right.I receive postcards all the time. The other... Read More

Mobile Auto Detailers and Newspaper Companies as Clientele

If you are a mobile auto detailer or mobile car... Read More