I work for an aerospace company. We do spacecraft parts and airplane parts distribution, and service for airplane. I am one of the individuals who have been chosen to create a corporate wellness program and we need a title for this. Any suggestions for something catchy that can be tied into our business?
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Jay’s Answer:
I am from a Stock Market Trading company. I am planning to launch our new service related product whereby, people who become our member will be getting some incentive based income. And this product launch I am planning is through a seminar where I can get people who are really interested to listen and decide. Please suggest on how to increase the footfall in a seminar apart from the activities like advertisement, Radio, SMS, Emails, Telecalling, Road side Banners, etc. through which I can get the maximum people attending this event. I am conducting in a Urban & Semi-Urban city of Gujarat, India.
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Jay’s Answer: Focus on bringing in a small, well-connected group of individuals with the goal of generating word-of-mouth. Likewise, create social media (i.e., Facebook) groups to facilitate people to find you and spread interest of your seminar/product.
Photo by Jurvetson
I was talking with a client the other day who was interested in making a video for their website, but was concerned about cost/effort necessary. They knew that people watch video voraciously, and they wanted a video, but wasn’t sure they they could make something that they loved.
One simple technique is to take a series of photos of you (or your business) “in action” to show the key visual points to highlight. Then, write a voice over script so people can hear your voice and your visuals. You won’t need any fancy camera gear (just your digital camera), any fancy lighting, a video crew, or even fancy microphones (you can probably get by with the built-in mic in your computer – or invest in an inexpensive USB microphone/headset).
Next: sequence your slideshow using your computer’s software. You could use Microsoft PowerPoint
or Macintosh iWorks’ Keynote:
or, if you’re familiar with video editing software iMovie (Macintosh) or VideoSpin (Windows). Odds are, you have at least one of these programs on your computer already.
After recording the video, consider distribution. You could host the video (keep the file) on your website, upload it to a video sharing service (such as YouTube) and then embed the video onto your website, or even embed it into your emails (either directly or place a link to the video in the email). Because video is well-received, make sure it’s also easy to find by composing a well-written description of the video for search engine’s sake.
As with any new project, start small and gradually improve the quality and content of your work. Don’t try to create a masterpiece initially – you’ll need time to learn what works for you and your customers.
Photo by Riza Nugraha
While you think you’re selling products or services, your customers aren’t buying for the reasons you’re imagining. People don’t want to buy a new car, a new website, a manicure, a massage, or a new marketing campaign. People ultimately are trying to fulfill their dream.
People’s dreams revolve around the basic core human drives: acquisition (desire to collect), bonding (desire to love & feel valued), emotion (desire to have pleasurable experiences) , learning (desire to satisfy curiosity and mastery), and safety (desire to protect ourselves and those we care about).
To capture people’s attention, you need to tie your offering to one (or more) of these human drives/dreams. Instead of selling a new car, market the feeling of the ride or sell the “sex-appeal” of the car. Instead of selling a website, market the ease of making (or acquiring) new business friends.
Fulfilling a dream is about feeding the senses (I described this in depth in depth in my previous article: Scratch The Surface Of Your Marketing). You want people to be able to “try on” the dream, so involve the senses to invoke emotion. For example, instead of selling a house, you’re selling the dream of living in a beautiful and safe environment for your family. The air smells fresher. At night, you can hear the crickets. The colors of the hills vibrate with life. There’s lots of room to share delicious meals with your friends in your backyard.
When crafting your marketing message, first share the dream, then show how your offerings will get your prospective customers closer to it.