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Want to be a great internet marketer? Be like CSI.
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Want to be a great internet marketer? Be like CSI.
I`m sitting here watching CSI (ironic, since I`m going to Las Vegas tomorrow for Pubcon).
What makes this show so damned compelling? The sneak peek plus a dose of authenticity.
The sneak peek builds the connection
You have a job, a career, or a business. You love it, but you do the same stuff every day. It seems routine - why would anyone want to know about it?
Because they don`t do your same stuff every day. They do their same stuff every day.
The writers of CSI treat us like they want us to understand. We appreciate that. A connection forms.
You have to show your audience a bit of what you do. Even if they don`t fully understand it, they`ll feel you`re treating them to something (and you are). They feel like you`re giving them a personal tour of your factory, or taking them through your office.
You want them to understand what you do. They appreciate it, and a connection forms. Voila.
It doesn`t work without authenticity
But you have to really want them to understand. That`s authenticity. Folks can smell a fake a mile away.
Lots of shows try to imitate CSI. Very few succeed. Is it just because CSI is the original? Maybe a little. But the real key is that CSI feels authentic. The characters are flawed and quirky. They`re real. They don`t look like actors shoved into a script. I don`t know enough about screenwriting to know why - I just know it.
It`s not enough to just show your consumers how you make their product. They need to see the gleam in your eye, too: The look that says "Wow, Ian`s a little loopy, but he really wants to tell me about this. He really loves what he does".
That`s authenticity.
Put it together, man!
Try an experiment: The next time you`re selling, blogging or Tweeting, talk about the part of your job you really love. Give them the authentic sneak peek.
See how the audience responds. I`ll bet you close the deal.
Case closed.
Source:
http://www.conversationmarketing.com/2009/11/want_to_be_a_great_internet_ma.htm
What makes this show so damned compelling? The sneak peek plus a dose of authenticity.
The sneak peek builds the connection
You have a job, a career, or a business. You love it, but you do the same stuff every day. It seems routine - why would anyone want to know about it?
Because they don`t do your same stuff every day. They do their same stuff every day.
The writers of CSI treat us like they want us to understand. We appreciate that. A connection forms.
You have to show your audience a bit of what you do. Even if they don`t fully understand it, they`ll feel you`re treating them to something (and you are). They feel like you`re giving them a personal tour of your factory, or taking them through your office.
You want them to understand what you do. They appreciate it, and a connection forms. Voila.
It doesn`t work without authenticity
But you have to really want them to understand. That`s authenticity. Folks can smell a fake a mile away.
Lots of shows try to imitate CSI. Very few succeed. Is it just because CSI is the original? Maybe a little. But the real key is that CSI feels authentic. The characters are flawed and quirky. They`re real. They don`t look like actors shoved into a script. I don`t know enough about screenwriting to know why - I just know it.
It`s not enough to just show your consumers how you make their product. They need to see the gleam in your eye, too: The look that says "Wow, Ian`s a little loopy, but he really wants to tell me about this. He really loves what he does".
That`s authenticity.
Put it together, man!
Try an experiment: The next time you`re selling, blogging or Tweeting, talk about the part of your job you really love. Give them the authentic sneak peek.
See how the audience responds. I`ll bet you close the deal.
Case closed.
Source:
http://www.conversationmarketing.com/2009/11/want_to_be_a_great_internet_ma.htm