Happy Seinfeld on Marketing Friday! Thank you all for the positive feedback on my Seinfeld on Marketing e-book. I really appreciate it. The weekly drumbeat of Seinfeld on Marketing continues.
This week we join Jerry, Kramer and George as they are getting dressed at The New York Health Club (OK that came out wrong, but still follow along). The three are discussing someone named Jimmy that joined in their basketball game:
GEORGE: ” That guy was amazing, he could dunk and he was my height…What was his name again?”
GEORGE: “Jimmy, right.”
JERRY: “I dunno how you could forget. He kept referring to himself in the third person. “Jimmy’s under the boards. Jimmy’s in the open. Jimmy makes the shot.”
The problem with referring to oneself in the third person is that it is self-centered and detracts from the
conversation monologue. Many businesses also fall into this same trap of self speak. How many times have you seen something similar to the following?:
“Acme Corporation is the leading provider of streamlined and scalable business solutions. Acme Corporation is known for quality, service and out-of-the-box thinking.” (blah, blah, blah…)
Most consumers don’t care about your laundry list of self-serving corporate speak. Consumers only care about what your product or service can do for them and more importantly how it makes them feel about themselves. That’s it…the “secret sauce” is communicating “do” and “feel” with the customer in their terms. Let’s delve a little deeper:
- Do. Does your product actually do what it says it does? Does your high-end baked goods actually taste gourmet? Does your personal music player actually play music well? But whatever you do, don’t stop at do – do only gets you to mediocre. But this baseline need must first be meet before you can move on to what can truly set your product apart – feel.
- Feel. Does your product or service make the customer feel funnier, happier, closer to being a part of the in crowd or whatever else they feel they need? Feel in essence is delivery the customer experience -the experience (or internal conversation the customer has with herself) while interacting with your product. And by product, I am not just referring to your physical product. It is everything about your company…your store’s cleanliness, your secretary’s greeting, your policies, your customer service…everything. Feel is a powerful connecting force. Feel is cohesiveness. Feel is the only lasting motivational currency that may be exchanged for a customer’s prized valuables of time, money and passion.
Delivering “do” and “feel” from your customer’s point of view will move you well past self speak and on to lasting emotional bonds.
This post is part of a weekly series, Seinfeld on Marketing.