Nothing quite compares to the primal atmosphere of Croke Park on All Ireland Final day. Let’s see how it relates to marketing strategies and your pitch to 82,000 fans.
It’s live theatre in its rawest state and every emotion is intensified and expanded like few other times in a normal setting.
Two months later I’m still pulsating to the memories of Galway going head to head against Kilkenny in that thrilling encounter.
I remember the stories from RTE’s ‘Sunday Miscellany’ as we travelled up in the car; the coolness and bitterness of that first pint in Mungo Ryan’s pub in Park Gate Street; the amiable banter and jostling with the crowd as we were herded in to ‘Croker’; the goose bumps I always experience each time I see the edifice of the old stadium anew – and of course I remember the blonde Goddess in the Kilkenny jersey in the seat in front of us.
Tarps, my buddy and veteran of a thousand matches, insisted she had to be a players girlfriend. ‘You can always tell’ he proclaimed with absolute certainty. ‘For one thing she’ll never make eye contact with you, even if you were Tom Cruise himself. Secondly anyone who looks that good in a black and amber jersey has to be a players girlfriend. Imagine what she’d look like in a Karen Millen number!’
I would most certainly have tried but for the cacophony of noise that greeted the arrival of the Galway team. For the next 70 minutes my mind was riveted on one thing, and one thing only – the ebb and flow of an enthralling game.
Galway, and Joe Canning in particular, looked majestic in the first half. It seemed as if we might swing it. And then inexorably, ‘King Henry Shefflin’ not alone brought Kilkenny back into it, but took them ahead. And then, deep into injury time, the referee proved he was human. A Kilkenny player created what looked liked an innocuous tackle and the referee awarded a free to Galway.
Tarps and I roared with relief. For the first time in 70 minutes the blonde turned around and glared at us with tears in her eyes. Tarps was half right.
Not one of the 82,000 fraught spectators left that stadium before Joe Canning equalised with the last puck of the game.
Now, forget about Karen Miller numbers for a moment and imagine that you were in the centre of Croke Park with 82,000 prospective customers focused on you!
Marketing strategies, your pitch to 82,000 fans
Imagine if you were in the centre of Croke Park, and the entire 82,000 audience is completely comprised of your most perfect prospects. Could you retain engage, captivate and get them to take action? Could you march out onto that stage and present to every one of them and do it swimmingly? Now before you say yes, let me up the ante. Before you walk out there, the audience is briefed that: “You had to come, but you don’t have to stay. If this person (you) fails to engage your interest, you can simply get up and leave.”
If you’re balking at this prospect, you may be interested in studying an excellent book called ‘The Ultimate Sales Machine’ by Chet Holmes. Chet maintains that ‘at any given time 3% of your prospects are currently in the market to buy your product or service and looking right now to get it. Another 6-7% are open to it, but not currently looking. The other 90% are divided into three nearly equal categories: A) Not really thinking about right now. B) Think they’re not interested (but might be, if you did a good job at presenting to them. C) They KNOW they’re not interested’.
So let’s say you sell Karen Millen dresses. And let’s say agree that they’re sensationally beautiful and sensual dresses. But remember 90% of your audience isn’t in the market for your dresses at this time. At least they think they’re not interested. That means if you walk out there and start right off saying how great your brooms are, 90% of your audience is going to get up and leave.
Therefore you need to begin your ‘Stadium Pitch’ powerfully. Every great presentation begins with information that makes your prospects say: “wow, I didn’t know that.” Holmes argues that ‘the focus must be on THEM and things of interest to THEM, not you. So rule number one of a great presentation is that it must be focused on the prospect and not on you (at least not initially)’.
Educate your prospects
THEREFORE, THE NEW MARKETING IS EDUCATION BASED MARKETING.
Never forget that. The day of the hard sell is over. The Internet has enabled us to disseminate content cheaply. Use it to your advantage.
The second aspect to remember is that people only ever buy one of two things – solutions to problems or good feelings. Of the two, the former is infinitely more powerful. But, if like 97% of the market, people are not in the market for your product or service, you will need to educate them to the brutal facts of your offering.
So, in educating your prospects, load your presentation with bad news. Why? Because bad news motivates.
For example, lets assume I have 82,000 business owners in Croker to listen to me promoting my new online coaching programme. If I start describing the programme, the vast majority will get up and go. I’ve had this happen with two people in the room. Believe you me you don’t want to see this happen with 82,000.
However, if I have a compelling headline that reads ‘The Five Dangers Facing All Business Owners and How Knowing What Those DANGERS Are, Can Dramatically Reduce Costs and Increases Profits’ – I have a far higher chance of engaging them.
If, in addition, I back this up with solid, current evidence on the issues I will increase greatly my chances of connecting with them.
Finally, if I mention that my new book ‘The Midas Power – How to Go from Powerless to Powerful in 7 Days’ will be available on 12-12-’12, and addresses all five of the above issues, it may well happen that many will order a copy of the initial limited edition.
The bottom line is that traditional selling is gone. You now need to educate your prospects with real information and knowledge on their industry that they may not know about.
Have a great week.