Problem #2
Lack of an Attention-Getting Message that Keeps People Focused
Long Enough to Educate Them and Get Them Engaged
I searched for and found the perfect solution to create an attention getting message: a cutting-edge white-board drawing style video. I immediately envisioned a suite of cutting edge communication products to help you overcome the obstacles of today’s marketplace – something that, if put into the hands of a customer, would grab and hold their attention.
But, in plain-speak, “it ain’t cheap”; the cost to do what I wanted to do meant that creating the first product was a real financial risk.
I overcame this concern by reaching back to my past and pulling out one of my most successful pieces to ‘marry’ with this exciting new medium. And, with the confidence that comes knowing I have combined two winners – the exciting new technology I want to leverage with a ‘slam-dunk’ proven marketing piece – I had the faith of Kevin Costner’s character in Field of Dreams to know that if ‘I built it they would come’.
The result is the “3 Brutal Reasons Why Your Home’s Ductwork Should Be Cleaned” Video Sales Tool you probably watched before reading this. It’s a perfect example of a way to tap into the selling potential of an iPad, android tablet, or laptop.
(Again, “3 Brutal Reasons Why Your Home’s Ductwork Should Be Cleaned” is just the first of a series of video sales tools that we will roll out based on the reception of this ‘sketch’ production. And, as I will describe in a moment, there will be some special incentives for you to ‘get in on the ground floor’.)
Today, things that are fascinating go viral. With its quirky humor and style, 3 Brutal Reasons Why Your Home’s Ductwork Should Be Cleaned provides a fascination factor that should make it easy for a tech to ask your customer if they have a few minutes to see an entertaining video while they do their paperwork.
One of the buzz-phrases in marketing today is ‘pattern interrupt’. That’s doing something unexpected to capture a person’s focus. And, that’s just what this video sales tool will do for you when your clients watch it. And, not only does it grab your prospect’s focus, it keeps their full attention. This is because you capture two of their senses – sight and hearing.
Even more important, once it has their attention it accomplishes three very important marketing goals:
1) Make Them Aware of the ‘Pain’: 3 Brutal Reasons Why Your Home’s Ductwork Should Be Cleaned educates and raises awareness that they may have a problem - even if they never thought about it before
2) Increase the ‘Pain’: An ‘ick’ factor is created with clever humor to educate and leave uncertainty about what unseen dangerous and disgusting things may lurk in their ductwork
3) Eliminate the ‘Pain’: By the end of 3 Brutal Reasons Why Your Home’s Ductwork Should Be Cleaned the customer understands how you can solve their problem
But, as in every sale, this only gets you in ‘scoring position’. Which brings us to…