I am reading Seth Godin’s Purple Cow. I know, I am behind. This has been on my list for a few years now and I happened to run across it at a bargain price, so I grabbed it.
If you don’t know the premise, it is about standing out in a sea of sameness or boringness. Like a purple cow in a sea of normal cows. This book represents the purple cow notion in the way it was published: landscape cover art, really short chapters of about 1-2 pages, and stars and takeaway points that you find in a cookbook. (You know, like the tips that will show up as sidebars on how to cut a mango or what to substitute for kaffir lime leaves.)
So I recommend it, there are some great quick takes, and good advice contained in the book.
Here’s the question. We all know there is a real estate slowdown. But some houses are selling. And home staging is the trend du jour. Stats claim that staged homes sell faster than unstaged ones. Why? The home buyer can see themselves living in the house. And once you can visualize it, you’ll want to buy it. Staging isn’t evil, it’s just highlighting the positives.
How can marketers stage our products and services for a quicker sales cycle? How can we use the ideas of staging to create more effective marketing programs (and deliver more qualified leads)? How can we give our customers 360 degree view of what life is like with our stuff?
For things like software as a service, or daily use tools, a day in the life campaign or feature is really effective. But what about for infrastructure that you install and forget it (until you have to change something, update it or troubleshoot?) How can you show what a network switch, storage array, or datacenter does for you in a day or over a year or through out its lifecycle?
We all use case studies, success stories, white papers, webinars, analyst reports and ROI calculators to demonstrate value to our customers and prospects, but can we go the extra mile like stagers do? I’ll be mulling this over, and I look forward to your thoughts.