Enchant Marketing

If you’re following the upcoming election and their candidates you may have started hearing more and more about this guy named Ron Paul.

Just one media quote from the dozens upon dozens of recent quotes:

Paul “emerges from quasi-anonymity to shock the political world with a $5 million quarterly fund-raising haul — a figure the other GOP candidates ignore at their own peril.”

From quasi-anonymity to raising more money than John McCain.

How did he do it?

I did some research on this and it became quickly evident that there were a few reasons for it.

1. He’s different. - Being different is one of the prime marketing rules. If your product or service is about the same as everybody else’s then you’ll have a bloody battle ahead of you. (And, by “bloody” I mean expensive. It’ll take a LOT of advertising dollars to get noticed.) It’s real difficult to distinguish between Democrats and Republicans these days…and even harder to distinguish inside parties. Being different gives people something to grab onto mentally.

2. He encourages his fans to work for him. If you’ve got something good, then people want to share it, discuss it and ’sell’ their friends and family on it. If you’re refreshingly different (like he is) then you’ll develop a very dedicated group of individuals (like Apple). It only takes a slight nudge to get them to do a LOT of promotion for you.

3. His “underdog” theme, differentiation and enthusiastic supporters has garnered an ever growing amount of publicity. Publicity adds credibility. The more publicity he gets the more support he’ll get. Here’s what his campaign Chairman, Kent Snyder wrote to supporters just a few days ago:

Remember at the end of last quarter how much publicity we received when we had more cash in the bank than John McCain? That $2.4 million got us $10 million worth of national publicity. But this quarter was even better. The $5 million you raised has already generated $20 million worth of publicity nationwide these last few days. And the news stories and interviews with Dr. Paul keep coming.

So, will Ron Paul get the Republican nomination? Only time will tell, but he’s the only candidate right now that is doing the right things for eventual success.

~ Jason ~

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Wow! When it rains, it really pours for Ms. Spears. There’ve been the bad breakups, cutting all of her hair off, the Music Awards Fiasco and now she’s had her kids taken from her. As a parent myself, I can imagine how mad, confused, hurt and devastated she must feel.

Someone emailed me and asked, “How could she possibly recover?”

It’ll be difficult but NOT impossible.

I’d say the first thing is she needs to step out of the limelight for awhile. The media is using her meltdown to gain readership. Of course, it’s not the media’s fault, they are (for the most part) just responding to what people buy. The public has a strange fascination with famous people. To see someone have a melt down right before our very eyes provides such a shock and fascination people almost have to read more about it.

Britney Spears holds the 5th spot in CNN’s “Top Searches” category. Other famous people who’ve had meltdowns in the Top 5? How about Michael Vick at #2 and O.J. Simpson at #3.

Not great company to be in…

So, what can Britney do to rebuild her Brand?

1. Get out of the limelight for about 6 months.

This should give her ample time to think about what SHE really wants out of life. She needs to reconnect with her own latent desires. Forget about what her parents say. Her family says. Her manager says. Her record label says…and, yes, even what her fans say. Britney needs to silence the other voices so she can discover what SHE is really saying deep down inside. In short, she’s gotta get her bearings back.

2. She needs to settle the questions surrounding her meltdown. She needs to come up with a theme about why it happened, what she’s done to correct it and what she’s planning on doing now and in the future to remain balanced in the face of stardom’s pressures.

3. Finally, she needs to get some positive publicity. A nice in-depth chat with Oprah or Larry King should garner some sympathy and a little bit of understanding for her. Instead of the public growing to dislike her, they will start rooting for her to come back stronger and wiser. Comebacks are also valued by the public. Just look at Donald Trump…or more recently, Martha Stewart.

Whatever she decides to do, I wish her luck and I sure hope she can get her bearings…for her children’s sake.

~ Jason ~

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Prospects are awash in a see of advertising messages. How are you going to stand out?

By developing a valuable difference and then dramatizing the difference. Not in a hypey way…and certainly, not in an abstract “creative way.” We’ll do it in a professional way that gets your message noticed and, more importantly, acted upon.

The bottom line is people want to know, understand, feel that they’ll feel much better, that they’ll feel good, that they’ll feel great after doing business with you.

They want Mystery.

They want to be Seduced.

They want Beauty.

They want to be Enchanted.

They want to fall in love with your company because it makes them feel so good, they become your biggest admirers.

If you can do that they will not only become customers, they will tell others, they will become evangelists for your cause.

It’s more than a sale, it’s more than a transaction, it’s the beginning of an amazing (and profitable) relationship – something close to a business love affair.

This enchantment starts with a simple and pure message of what you’re offering them.

Like most love affairs (enchantments) it doesn’t begin with an outright proposition. It starts with making them aware of you…followed by a little flirting. Making them feel good and then guiding them into an easy, non-threatening first date.

So the question is,

“What’s one small thing I can add to my product or service to make it more enchanting, mysterious and seductive for prospects?”

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