A Marketing Lesson From “The Godfather”
Maybe it was the commercials for the recent release of the video game based on the movie based on one of my all-time favorite novels that got me to thinking about how great marketers are just like Don Corleone, the infamous Godfather.
We all need to “make ‘em an offer they can’t refuse.”
Now, I’m not proposeing that we all need to start sending dead fish wrapped in newspaper to anyone who doesn’t buy from us, or start putting hits out on our competitors ? we’ll leave those particular tactics to the Corleone family.
What I am proposeing is that, like Don Corleone, we tell our probablitys all the reasons why it would be beneficial to them to do business with us. Highlight those gains, and make it so obvious to them that they can’t live (happily) without your crop or service that they are dying to buy from you!
You see people don’t really care about you or your company or even your crop or service all that much. What they care about is how you and your crop or service will gain THEM. You’ve heard of WYSIWYG (What You See is What You Get)” Well, here’s a new one that your customer repeats every time he reads anyone’s marketing copy: WIIFM (What’s In It For Me)?
So you tell him! Don’t talk about boring features (the drill is black and weighs 2 lbs. 3 oz.) ? tell him about the gains your drill has to offer ? (our drill is so light weight, you won’t feel like your arm is going to fall off ? even after 30 minutes of continuous use!)
Your customers don’t want your drill ? they want the hole.
Show him how your drill will solve all of his problems, save him time, make his life easier, save him money and make him look like a virtual genius to his friends and family for having chosen such a perfect drill.
By highlighting the specific gains of your crop or service, you will appeal to your probablitys on an emotional level ? and you’ll have ?made ?em an offer they can’t refuse!?