Marketing Physics
I'm reading Jump Start Your Business Brain by Doug Hall. If you're a regular in the evosphere you know that I believe that part of being "shrewd as snakes" is beating the world at their own game. We've got the greatest message. It's deserves the greatest marketing.
Hall shares three laws of marketing physics:
1) Overt Benefit
2) Real Reason to Believe
3) Dramatic Difference
The average consumer is drowning in marketing messages. We're exposed to 3,000 advertisements per day via TV, radio, print, and billboards.
Plus we've got a 1,000 options for everything. I just checked the DC phone book. If you've got a problem with your toilet you've got 127 plumbers to choose from. Legal problems? Check pages 543-604. 59 pages of lawyers! Locked out? I counted 500+ locksmiths! And when you die? You've got 85 undertaker options!
We're overwhelmed by options. That includes churches. There were 9 pages of churches in the DC book.
So how do you stand out in a white noise world?
The answer is simple: dramatic difference.
Part of the reason National Community Church gets so much press is because we're different. Not better or worse. Just different. We're a church without a church building. We build coffeehouses instead of churches. We meet in movie theaters @ metro stops. And we're the demographic invese of most churches--73% single twenty-somethings. We're different. And those dramatic differences have gotten us noticed.
According to research studies, a clear dramatic difference increases the probability of success from 15% to 53%.
Don't be afraid of being different. Normality is overrated.
John the Baptist wasn't normal. And that's part of why John the Baptist stood out. I don't know that I've ever thought about this before, but his clothes matched his message. He didn't dress up like the Pharisees. He dressed down. He wore camel's hair.
Go grunge.
The "benefits" of following Christ are literally out of this world but we don't do it justice. Hall says something in the book that really challenged me: "Never let a customer say no because she doesn't understand what you offer." How many people have said "no" because they don't really understand the amazing offer Christ has made?
For what it's worth, Hall says, "The greater the number of benefits promised the lower your chances of success."
Less is more!
Hall says, "The more you focus on doing one thing great the greater your probability of success."
Hall shares three laws of marketing physics:
1) Overt Benefit
2) Real Reason to Believe
3) Dramatic Difference
The average consumer is drowning in marketing messages. We're exposed to 3,000 advertisements per day via TV, radio, print, and billboards.
Plus we've got a 1,000 options for everything. I just checked the DC phone book. If you've got a problem with your toilet you've got 127 plumbers to choose from. Legal problems? Check pages 543-604. 59 pages of lawyers! Locked out? I counted 500+ locksmiths! And when you die? You've got 85 undertaker options!
We're overwhelmed by options. That includes churches. There were 9 pages of churches in the DC book.
So how do you stand out in a white noise world?
The answer is simple: dramatic difference.
Part of the reason National Community Church gets so much press is because we're different. Not better or worse. Just different. We're a church without a church building. We build coffeehouses instead of churches. We meet in movie theaters @ metro stops. And we're the demographic invese of most churches--73% single twenty-somethings. We're different. And those dramatic differences have gotten us noticed.
According to research studies, a clear dramatic difference increases the probability of success from 15% to 53%.
Don't be afraid of being different. Normality is overrated.
John the Baptist wasn't normal. And that's part of why John the Baptist stood out. I don't know that I've ever thought about this before, but his clothes matched his message. He didn't dress up like the Pharisees. He dressed down. He wore camel's hair.
Go grunge.
The "benefits" of following Christ are literally out of this world but we don't do it justice. Hall says something in the book that really challenged me: "Never let a customer say no because she doesn't understand what you offer." How many people have said "no" because they don't really understand the amazing offer Christ has made?
For what it's worth, Hall says, "The greater the number of benefits promised the lower your chances of success."
Less is more!
Hall says, "The more you focus on doing one thing great the greater your probability of success."
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