Don’t Sell the Glasses, Sell the Experience

April 9th, 2011 by | Print

One of the hottest trends today in entertainment is the explosion of 3D … 3D movies, 3D TVs, and 3D video games. Separate from stats like:

  • 70,000 3D TVs sold each month in 2010 (CEA 2010)
  • $1.1 billion in movie screenings came from 3D films (MPAA 2010)
  • John Chambers, CEO of Cisco is quoted as saying that 3D is the next biggest thing to happen to video …

Separate from those fab facts, there are numerous other stats and the constant advertising about it. But, I don’t need these quotes and stats to tell me that 3D can reach out to grab cash out of my wallet because I have two kids, Colin 8 and Isabelle soon to be 10. Whenever a new movie comes out, they immediately ask, “Is it in 3D?”

So what does this have to do with being a solopreneur?

Let me answer that question with another question (I am Irish. I’m told it is a hereditary trait.).

How are you marketing the benefits of your business? Not the features and facts, but the transformational benefits?

See my kids are not only the consumers … they are sales people for 3D technology because they’re constantly selling me on why they nneeeeedd 3D. They could care less about the stats that I listed above. They could care less how much extra it costs to produce a movie in 3D, how the technology works, the expensive projection equipment and the flimsy glasses needed to have the images pop off the screen. None of this matters to them.

Could you imagine if the film industry, the makers of video games, the manufacturers of TVs tried to include this in their advertising, what a waste it would be when marketing the technology to viewers and video game players?

My kids only care that when they’re watching a preview of an upcoming 3D movie, they can experience the transformation of being in the moment as compared to a 2D flic. They can sense the water rushing out of the screen to splash on their faces, and the arrows whizzing past their heads as they duck in their seats.

When you create your marketing collateral and your sale language, know who your ideal customer is and what is important to them regarding the transformational benefits they will experience if they choose to work with you.

You need to market and sell the transformation not the science behind the technology (unless that’s specifically what your target audience is interested in) … an experience that the customer simply can’t get easily on their own, but they want! Otherwise, you’re just schlepping a goofy pair of glasses.

All the Best,

Doug Dolan
The Solopreneur’s Guide

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