012 The Invisible Touch – The Fallacy of Imagination
Fallacies of Marketing
How many ideas, dreamed up by geniuses of imagination, are really NEW ideas and how many of them are combinations of other other ideas (perhaps packaged differently).
Music, art, theater are all based on the artist's vision as filtered through what he or she has already experience in life.
So… once we get passed that idea (that all new things have to be completely NEW), then we see how people create.
Consider Your Own Filters As You Work
My father often teased that he (in his latter years of working) never created a new speech or article – he just reworked old material so that it LOOKED and SOUNDED new.
And for me: I know that I have a HUGE filter called Marketing and much of the world is seen through it.
So it's easy for me, as happened earlier today when a friend/acquaintance sat down with me during one of my DPS Times (Dreaming, Planning, Scheming Times) to talk about the pending sale of his business as he considers retirement. It was easy to jump into the conversation with him as I filtered what he told me about his business through my marketer's eyes.
It's one of the reasons that I love talking with people from so many different backgrounds and business cultures – I learn more about myself every time that happens.
Nikki Had Some New Ideas For Me Today
Also at my DPS Time was Nikki Bell, a beautiful young woman (actress, model, former Philadelphia Eagles Cheerleader) about the same age as my younger daughter, Liz. Nikki was preparing envelopes to mail with her resume and photographs. She applied the return address from a self-inking address applier and then did something I've never seen before: she taped her business card on the outside of the envelope right under the return address.
And this wasn't an ordinary business card – it was a series of "headshots" that showed how truly gorgeous Nikki is.
But the theory she used to come up with this idea was the same I had when selling multi-million dollar investment real estate properties: she wanted to be sure that whoever received the envelop knew what she looked like and simply HAD to tear into the envelope.
I did the same thing with the covers of major properties sales materials – I created photographic covers so that the reports/sales materials could never sit on someone's desk as a closed, brown report – the cover would scream how important it was by means of the beautiful photography.
But I never thought to use this technique the way Nikki was using it, and I told her so.
Keep Your Eyes Open To Those Around You
And all of this supports what I've been saying for a long time – look at what those around you are doing. Not just those in your industry but those in OTHER industries. See what they are doing that is working, something new to you, but successful with others.
Then be brave – do it!
Best,
Charlie Seymour Jr
Blogging, Podcasting, Consulting
The Invisible Touch – A Marketing Blog Series By Charles Seymour Jr
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Charlie Seymour Jr is an entrepreneurial evangelist and marketing-success coach helping individuals and companies (up to $100MM) explode their success through online and direct-response marketing. He specializes in blogging, podcasting, photography, video, and Facebook applications. Visit his blog at http://bit.ly/24eYTO to learn more about his successes.
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012 The Invisible Touch – The Fallacy of Imagination
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