the Product Really King?
We're not in the product
business: we're in the people business.
By Mark Williams
If you live long enough, you learn that people can be sold anything
as long as the story is right and the salesman knows what he's doing.
You also learn that products come and go, but people don't.
So why not concentrate on people, since they are our life-support
The viewer watches television with plans that he or she will be
entertained and find some relief from the daily grind. Television
was designed for that reason. The theory is to captivate the
audience, then slip in product commercials with hopes that he or
she will be made aware and remember the products being offered.
Then, hopefully, they'll buy them at some future date.
The monster in the mirror
Enter the intruders - us! We say, "We're going to interrupt
your relaxing period to tell you about our product. We don't
want you to think about it; we want you to buy it right now!
Where's your telephone?"
Now remember, we are the intruders, and because of this we have
to carefully integrate our presentation. First and always,
we must consider the emotional state of the prospective buyer.
He or she wants, among other things, recognition, love, help, solace,
compassion, relief and truth. If you want to really sell merchandise,
you'd best become a student of human behavior. The more compassionate
you are in your thinking, the more merchandise you're going to sell.
As the viewers sit there with one of our nemeses, that almighty
remote control device (who invented that, anyway?) in hand, they
are seeking fulfillment, something that makes them feel good.
So, when you start your show, keep in mind that the first two minutes
are the overview of your entire scenario because that might be all
the time you're going to get from them. The viewers are sitting
there asking themselves, "What's in it for me?" It's the viewer's
Now, if your first two minutes are right, you have a 51 percent
sale. The rest of it is merely a seduction, and that has to
do with your talent. This is when you've shown compassion
for your viewers' needs. (You may have had to create that
need, but it's still real.) This is when you've established
hope. You've also shown respect for your viewer's time.
And you've created a sense of instant gratification and that all
important sense of feeling good!
Guide the imagination
When you're working with the average mind, there are rules to guide
you. Always remember that truth has to be the constant.
Keep in mind that imagination is more important than knowledge.
Know that believability is more effective than reality. Always
sell the result and the dream, not the product. I've practiced
these rules in all of my shows, and they've always worked.
You just have to know how to intelligently arrive at the process.
When pitching your product, the apparent problems that it addresses
should always appear, at first, to be yours. Then you should
immediately bring the viewers to you letting them know that you
recognize that "we're all in it together." These viewers are
not numbers. They are people, and they do not want to watch
a dog and pony show; they want to be part of the problem and the
Successful selling will provide problems that consumers need to
have solved, but it's coupled with another emotional situation -uncertainty.
You can deal with this by enhancing your product's credibility.
When you design your show, concentrate on positioning it into the
viewer's life. Don't do a dog and pony show. The viewer
doesn't care about your product, only how it positions into his
or her life.
Entertain them. Don't sell them anything. Let them
know that whatever the situations is, you are all in it together,
seeking the answer to this common problem. Identify with them.
Educate them. Be one of them. Care about them.
And make it possible for them to buy your product comfortably.
And, remember to make sure it all feels good! You'll find
the people business a gratifying place to be. People want
compassion, results and solutions.
Do you happen to have any?
Mark Williams Entertainment
East Warm Springs Road, Suite #102
Las Vegas, Nevada 89119
Contact: Honolulu, Hawaii (808) 223-1974
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