The Game & Lifestyle Epiphany

[GordonJ]

Originally Posted by -TW

Ankesh + I have had this discussion at least once before.


Imo, here are the 3 "B"s to avoid at all costs (because they are myths)...

"B"e a magnet.

"B"uild a better mousetrap and the wolrd will beat a path to your door.

"B"uilt it and they will come.


-- TW

Out in the desert between Phoenix and Tucson is the world center for Skydiving. The area is the "world" capital for skydiving.

There is a 40 million dollar simulator wind tunnel. They built it. And people come.

From all over the world. From the military. From every state.

In Northwest Ohio is Cedar Point...with the greatest number of roller coasters in the world...they built roller coasters...and people come.

Disneyland, Disneyworld.

There ARE many examples of "build it, and they will come" fields of dreams out there. Knowing what your market wants preceeds this, but it is not a "myth", imo.

Also, a better mousetrap? I got a new can opener for Christmas (what a silly gift I thought)...it is great. One of those one button push ones that cut the lid off without sharp edges...works GREAT. It is a far superior MOUSETRAP than what WAS out there.

They apparently have done some pretty big business too, OF COURSE they used push advertising with infomercials...there are scores of examples of building a better mousetrap...and the better mousetrap does attract a market.

But, I'm not going to beat what I consider to be a "dead horse" discussion with you TW, fair enough?

gja

Would you agree that having, "build it and they will come" as your marketing plan is risky, at best? -- Akin to buying a lottery ticket.

For every example of that idea being successful, I can, of course, give you millions that were not.

Besides, Disney World advertises -- a lot. Do they have the numbers to justify all that outlay? I'm sure they do. Even as big a 'magnet' as they are.

-- TW

[GordonJ]

Originally Posted by -TW

Would you agree that having, "build it and they will come" as your marketing plan is risky, at best? -- Akin to buying a lottery ticket.

-- TW

TW,

I'm NOT in disagreement with what you said, but, as Ankesh put forth the subject...and maybe Magnet is too strong...or doesn't work because of all the hype and the great job the Kennedy's and Abraham's of the world have done.

So, in that regard, I DO agree with you.

But, in so much of the b2b, especially manufacturing specialty products...there is a ton of business taking place because someone has built it...and without much more than "we exist" advertising (say in Thomas Register)...

people are being ATTRACTED to them.

As for our marketing discussion, let's say we shift gears and offer up examples of a TOTAL plan, a real life marketing plan that gets away from the hype of the marketers with a 499 product to sell you on HOW TO sit in your underwear, or out by the pool sipping Mai-tais...and have people drive by your estate and toss 100 dollar bills into your new Bentley.

I GET that part. I have a really disappointing copy of "Magnetic Marketing" System/Tool Kit sitting on my desk right in front of me...I totally agree with your initial assessment...this is STEP 2.

I've always said, look at what they do, not what they tell you do do. And you are 100% dead on accurate when you say or point out that "they" do an awful lot of (and I do mean awful) PUSHING their wares upon us, don't they?

Now then. I do think that having certain "positions" in a market gives what some might call a "magnetic" positon because if they want you have...and know about it, they have to come through your toll position.

At point, for me, from here on out, is HOW can we or CAN we, develop such a position so that the big bosomed women of the world throw themselves at us as they do to Hugh Hefner?

What MARKETING methods are there that could give any of us such a position in our given markets? Or are there?

gja

Yes, yes, yes!

I agree! Explore all the ways to become magnet-like. It can only help. Being a magnet is definitely better than not being a magnet!

The question is, by *how much* can it help, really?

Where to place the quest for 'magnethood' on the priority list?

It's easy to fall prey to its promises. It promises MAGIC. Magic that will 'allow' one to NOT have to do distasteful things (like solicit).

Problem is, you can explore it all you want -- just be aware of how little the pay-off may be.

At best, it will allow you to solicit less-- SLIGHTLY LESS.

That's all. No less + no more than that.

It is NOT a 'cure' for having to solicit.

Imo, there is no cure for having to solicit.

Hell -- I'm with you -- I WISH there were a cure!

Soliciting IS distasteful -- for BOTH the solicitOR AND the solicitEE.

But it still is -- and always will be -- the 'spark' that causes the vast majority of transactions to happen.

There's no way around it. Not even the 'magnet' way.

Cheers!

-- TW

In The Godfather.

The old lady's landlord. He yells at Don Corleone and thinks he's crazy.

Then something happens -- we're not sure exactly what.

He ends up coming to Corleone's 'office' and apologizing profusely -- eagerly agreeing to anything he says.

Corleone even seems amazed and BEMUSED by his own 'power' over this guy.

What made Corleone the 'center of the room?'

POWER.

The reputation of being a KILLER.

I guess that's ONE WAY to 'market' yourself.

"If you don't go along with my power, I will have someone hit you over the head with a baseball bat -- but I'll never come right out and say that. It's just 'understood' by everyone."

How can we relate that example to the real/business world?

How can we 'motivate' others to 'submit' to our 'power?' (without having to kill anyone first!)

-- TW

There is a powerful lesson for people in that Godfather analogy. A lesson that has been put forth in two indispensable works...

Thick Face, Black Heart
Winning Through Intimidation

Many marketers will find their income is directly proportional to their ability to "intimidate" prospects and clients.

Aloha,

Jason