Events and media have been the most well know marketing tools so far. Marketing representative utilize different media to present their product to
consumers. Events are held for introducing new projects. However, they all
focus on introducing the unique selling point of products; those obvious ponts. Mobile devices, computers and other electronic emphasis on tech specs when advertise. Service provider such as
hotels and resorts focus on restaurants type, room size and design. However none
have get someone who can embrace the product with a story that can inspire
people to pursuit a belief; to believe that the product is something they need
and always wanted.
The success of Apple was built by thousands of Apple
employees, but known through one person, Steve Jobs. Sadly, none has learned
from him, and understand the key for Apple’s well known success.
Whenever he was on product launching, he was always selling
a dream, not the product. He explained his dream again and again as a story. He
linked this dream of changing the way technology was with Apple's new product. “We
have reinvented the phone”, he said while introducing iPhone. We can easily felt
his belief through those words, and were influenced. Their advertisements
concentrated on the meaning behind the design instead of explaining the tech
specs. He has built a belief in us, and made us willingly to spend more for Apple’s
product.
It is always much effective while inspiring people to do
something instead of rewarding them to act. Announcing all those figures behind
the product is consider as rewarding the consumer for their action to purchase.
Tell them a story and involve them into such story can motivate them to go
after the product. To sell a story, one needs a great speaker; a speaker who
can influence people through words. Start searching for those talents within your
establishment and utilize them wisely.
Don't tell me words don't matter.
