Power Marketing

This photo surprised me.

The two men on my right were the greeters at this restaurant in Yazd, Iran. It was an Iranian restaurant. The food was terrific.

What surprised me?

When I entered the restaurant I was first greeted by the smaller man, then the larger man.
My memory recorded the second man as a giant.

But looking at this photo you can see that I'm noticeably taller than the giant. Curious how our brain plays tricks on us. I would have sworn that the giant was at least 7 feet tall and 300 pounds.

I'm about 6 feet tall and weight (still) less than 200 pounds.

Why did my brain record the facts differently than the camera?

Contrast.

The brain records new information in relation to existing information. When we learn something new our brain first searches for a way to relate that new information to the existing database within our brain cells.

Upon entering the restaurant, I first saw the smaller man, then I saw the larger man. The larger man was ordinary by himself. But the smaller man was so unusually small that my perspective was changed so much that the second man appeared massive in comparision.


George Torok

Keynote Marketing Speaker

Is deception normal in your industry?

The menu listed the wines available with dinner. My wife selected a glass of wine while I chose a beer.

The meal was delicious and the service was prompt and friendly.

But, when we received the bill we noticed that the charge for the wine was double what we expected.

Naturally we asked for a correction.

The waiter “explained” (in a haughty tone) that the price shown in the menu was for one deci litre but it was common practice to serve two deci litres.

He suggested that if you only wanted one deci litre you should have asked for that.

We pointed out that that we were not aware of this practice and not given a choice - and that practice seemed deceptive.

He responded, “That is normal” with a dismissive wave and a shrug.

Apparently it was normal to deceive the customer. Instead of remembering the delicious meal, enchanting setting and attentive service we remember being deceived.


George Torok

Why? The email offered an advertising opportunity to buy an ad in the issue of the magazine that would be distributed at my association convention.

Why would that motivate me to buy an advertisement? Why would I pay to promote my services to 400 of my peers and competition? They aren’t going to buy from me nor promote my services.

It didn’t make sense to me. Yet that was the lead point in this sales message. It turned me off quickly.

Your first point in any marketing literature or sales letter should be your strongest point. You want to grab your prospects quickly and get them to buy.

You don’t want your first point to offend your audience by appearing frivolous or ridiculous.

Always lead with your strength and preferably a success story.

I have asked this magazine sales rep for a success story and she had none. Instead she chronicled an imagined scenario that was based on her fantasy. But that’s another story.

The closing message in this promotion was:

"Be the envy of all your peers and be in the convention issue as its distributed at the upcoming conference."

That's a clever appeal to pride. Appeal to emotions especially when you can't compete on substance.

Be clear on who you are marketing to and why.


George Torok
Marketing Speaker

Bell Canada was fined $10 million for their deceptive advertising and excessive use of small print.

The response from the Bell Canada spokesperson was along the line of - well everyone else does the same thing. This is normal in the industry. In other words, we were no better or worse than the others.

Maybe the industry needs to clean up it’s act.

Maybe Bell Canada could decide to be the industry leader by setting new standards of honesty and clarity in advertising.

Maybe the shareholders of Bell will demand repercussions, executive resignations and public floggings.

Maybe the other players will smarten up and leapfrog Bell by coming clean with new and transparent advertising standards.

Maybe new entrants in the industry will mock Bell and position themselves as the honest ones.

Maybe other industries will take note of the fine and realise that we are tired of being lied to.

Are you the same as or better that the other thieves?


George Torok