Due to heavy competition, it’s incredibly difficult to push a product into society. Like this blog, there will always be better products in the market with lower prices and better advertisement. However, it’s ultimately society that chooses what’s in and what’s not. Though the market is a seemingly random output of serendipitous ideas, what’s successful is actually determinable. First of all, the acknowledgement of such a product deems a product successful. We are more likely to buy a poor product that we hear about often than a good product that we don’t.
How should a product be advertised?
“We live in a world now where very good is not good enough.”
-Seth Godin @ TED conference. Marketing Expert
Getting straight As isn’t effective to truly out stand. Creating a stellar advertisement with impeccable font is insufficient in the marketing world. A flawless penmanship is worth crap if you’re considering to become a writer. Seriously. Making a great advertisement was effective in the 80s, but the society is being constantly redefined.
Unlike the present, people in those antiquated days saw advertisements less often, and thus disregarded an ad less frequently. For those people, an ad with a nice picture and a persuasive wording is sufficient enough. However, now, people’s lives are bombarded with ‘great’ advertisements. When we visit a webpage, we could care less about a popup that declares “Papa John makes the best Pizza” because they’re simply too common. We don’t have all the time in the world to treat them individually. Instead, we learn to ignore them, thus deeming the advertisements as ineffective. Not even ‘the best coffee in the world’ sound tempting.
What’s wrong? The advertisements aren’t remarkable enough. They’re not aesthetically striking. They don’t grab attention from your daily activities. To be effective, an advertisement must be able to persuade you to do something the ad wants. Here are some great advertisements that impose a distraction and make you look twice.
As good as ads are in the real world, the best way to market is to connect your ideas through people. Your friend’s recommendation of a toothpaste brand would be much more effective than a Colgate ‘white teeth’ commercial.
Another crucial factor is your audience you plan on selling your product to. On the standard deviation, most products are aimed for the middle 56% (or so) of the population while the other half is totally ignored. Logically however, it’s definitely more effective to get the half of the population that is actually actively aware of the ads. The middle 50% of the population are the norm., the people who are bombarded by ads the most. They are the ones who learned to ignore the ads.
Instead, target the products to a certain group. For example, if you are selling Rolex watches, put up an ad at the country club. If you’re selling candy, sell ’em at a fair or a playground. Don’t waste your money towards the people that won’t even look at the ads.
If you want to kick it up a notch, create clans that create chain reactions. These people will spur your business by getting a larger population to notice the product. These people are usually outside the norm in the standard deviation, the leaders or the well-beings. A strong chain reaction will slowly gather moment and pick up reputation.
Of course, all with a great product.
I thought that this idea was parallel to the sense that ‘very good’ people aren’t the ones who will be making changes in history. The real game changers are the one who are remarkable and determined. They are not only intuitive, but they are the ones thinking outside the box, doing remarkable things. Steve Jobs, a high school dropout, had a goal in mind; he made an ‘applet’ in his garage, and performed many achievements within the confinements of his own home before 18. He was remarkable. And frankly, so is the company he founded.
Sorry for being a bit biased. I couldn’t have said the same thing (except the dropout part) for Bill Gates because every remarkable person is different. Difference is the key factor. What is remarkable must be more different and intuitive relative to the things around us.
People are exactly like products. The society determines us, and to really stand out, we must not only be stellar people, but also different. A certain degree of the platitude ‘survival of the fittest’ applies to all of us. Whether you are pushing a product or embracing the real world, the world’s a heavy competition. Being ‘very good’ is not what society wants anymore. In order for mankind to reach its fullest, we must explore the uncharted. In order to do that, we must do what have never been done. Separate from the norm.
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