So here I am in Uluwatu on the island of Bali three days after addressing over 300 marketers in Sri Lanka who were very interested in what I had to say about marketing. As I began my speech, I alluded to the fact that I had discovered many significant marketing insights over the past twenty-five years and that I had selected two that I was sure would resonate to all of them. In fact, I offered up a promise to all in attendance. I said that all of them would leave the session with a clear sense of exactly what they would do next to their business Selling Propositions that would generate an instant improvement in their business.
This is the Uluwatu surf:
I planned to reveal one insight before the lunch break and tease the second for after. I did so perfectly and we broke for lunch. During that time, I was approached with a request to from the organizers of the event. The question was, how many insights was I referring to and could they hear more than two. They continued to push me. How many are there all together, they asked? Are they all included in your presentation today? There was clearly more interest in the numbers than my promise to increase their businesses.
I have often written about the advantage of incorporating metrics into your Selling Proposition when possible. Apparently, I had under estimated the true power of doing so. In that instant I realized I made a mistake by alluding to the fact that, even though I had customized a powerful event for them, it would not contain all that I had learned over my career. They were hooked on the metrics.
I thought I fully understood the role of metrics in Selling Propositions but now had fallen victim to it myself. They were into the count and how much of it they could get out of me that day. So, I did the only thing I could, I threw a number at them. There are twenty- three, I said. Truthfully, I had never stopped to add them up, and was just guessing. I promised, I would cover as many as possible after completing my previously planned presentation. They seemed pacified for the moment.
As I completed my planned presentation, I began what amounted to an impromptu rundown of the insights that came to mind and that I could support with slides that I had at my disposal. I am happy to report that as much as they loved my planned presentation, they seemed even more interested as I rambled through even more insights. Time ran out and I received a stunning ovation, which included the gift of a jeweled elephant followed by a lengthy photo session with pretty much everyone in attendance. What a great group of people they are in Sri Lanka. I would love to go back.
That evening, I sat down and listed all the insights I thought significant enough to impact sales volumes, as it turns out, there are twenty-four. Pretty close. More importantly, that evening was also when I decided to write what will be my second book. Given the power of metrics and the nature of the experience, I am titling it “24” “Marketing Insights to Grow On.” I might work on the tag line but you can be sure the title is “24.”
I will not belabor the metrics point here but to say if you can incorporate them into your Selling Proposition, so much the better. In countless research sessions I have seen the difference with and without and can state equivocally, use them if at all possible.
I think two things occur when consumers see a metric. First they assume that the company behind the product would not have used a metric unless it was to there advantage. Given that, the consumer need not fully understand the meaning to get the full impact of having encountered it. The second is that the use of a metric communicates that the product communication is complete and more importantly, authentic.
So, what follows is 24 Twenty-Four. A book of 24 extraordinary and proven marketing insights, all of which I personally have seen work over and over again. I fully expect they will continue to work until they don’t, at which point, I will remove those that don’t and replace them with new insights that do.
It should take me approximately three months to complete the book.
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