A Disney Pixar high note, a la Finding Nemo.
Yes, even Pixar movies have marketing lessons to share.
Remember the movie?
Well one scene I do remember always makes me giggle. I can’t help it.
It’s when Nemo meets his classmates for the first time.
Only 30 seconds, but packs so much story into a short moment.
Kudos Disney Pixar.
The kids are so honest with who they are.
One an octopus with a tentacle shorter than her other seven.
Another, a seahorse tragically allergic to water.
And finally, a tropical fish who proudly says: “I’m obnoxious!”
(Love that last fish especially.)
All ridiculously adorable.
Can’t help but feel… that life would be better if more people were honest like children. Like our fish-children here.
And it’s not that hard
In this case, your marketing doesn’t have to be perfect. It has to be honest and legitimate. Not hype-y.
Put your flaws on display {your name}.
It’s OK.
You’re a perfect version of you. Own your perfection as it really exist and not what other people want you to be.
Let everyone know what makes you different and talk about it confidently so it appeals to their emotional sentiment.
That’s the lesson this week: “People act on emotional logic, and justify it with rational logic. Speak to your prospects emotions first and they’ll do the rest for you”.
It’s not your job to serve everyone, only people who fit all the criteria that you’re suited to serve.
When you don’t have what someone wants because it fits outside your scope, tell them honestly and upfront.
You have to be firm with it because you believe in your approach and know that it works.
Tell them to get X or Y or Z, from your competitors.
But if they want results like how you’re helping your 1001+ customers every. single. day. then they’re already at the right place.
Be honest and obnoxious about it too.
When you turn the wrong people off, you’re onto something right that attracts all the beautiful people you actually want to serve.
Newcastle Brown Ale does it. And owns the fact they’re doing it, as they do it.
They don’t even care what people think and invite them to complain.
SLXLM
MXLLS
Hans Brinker Budget Hotel does it too.
They aren’t hiding who they are and who they rightfully serve.
People who come here aren’t looking for quality service, so it speaks their language in a tongue-in-cheek kinda way.
SMLXL
Classic example– Volkswagen.
In a nation during the 1960s where everyone had BIG cars, selling a small car was stooopid.
Or was it…
When people laugh at you, all you can do is give them a good reason to laugh with you.
SMLXL
Size is also how Ralph Lauren made his name with Polo. He made fat ties when everyone else was a la mode with skinny ties.
If you wanted to stand out in the business crowd in 1966, Lauren had the only solution.
That’s why Ralph Lauren is a leader. Just like you {your name}.
When everyone zigs, you zag… and you stand by your choice because it’s what’s right for you and the people you care about helping.
Remember people act on emotion and rationalize with logic.
Are you cantankerous and hard to work with? Some people like that. Like is an emotion.
Sounds like you don’t take bull and won’t let me get away with failure coach. Talk that up.
Are your products ugly, but do the job better than the competition? Most people don’t care (emotion), ever use Craigslist? Such an ugly but helpful site.
Sounds like you already know how to stand out by _being good_ and not just “looking good”. Talk that up.
Are your prices HIGHER than the competition? Some people exclusively buy expensive things just because (emotion).
Assuming you’re not greedy, it sounds like they earned that price tag for a reason. Talk that up.
Everything you do that’s out the norm in your industry is a strength. Not a weakness.
When you’re ready to own your unique voice, I’m here to help you trade your outer Spock for the rare, inner {your name}.
Let’s craft your next message together.
As you know, I’m only interested in telling stories for caring leaders. Very selective too. I talk more people OUT of working with me than I’m “supposed to”.
But this week quite a few made the cut, and now there’s only 1 spot left for a Tuesday Strategy Session with me.
Guess I’m attracting the right people in spite of my different approach to business.
Can’t wait to help you do the same.
Be well,
Max!
P.S. What’s a blab? Find out Thursday at Noon EDT. I’m jamming with my colleague, Alexia Anastasio, for a discussion about– 7 Ways You’re Driving Away Your BEST Customers (and how to fix it in one afternoon).
I’m anxious, but Alexia says it’s gonna be just fine.
More details to come.