So, I’m going to geek this one up a bit. But, what I share today is very relevant to marketing.
Please read on! I promise you won’t be disappointed. If you are, give me a call and I will take you to lunch on me!
Star Wars is my all-time favorite movie. I remember seeing it in the movie theater in 1977 as a nine-year-old. I also remember a scene that illustrates well my marketing point today. When Obi-Wan Kenobi and Luke Skywalker enter Mos Eisley in the Landspeeder (their “car”), they are stopped by Storm Troopers (the bad guys) who ask them how long they have owned the droids that are with them—R2D2 and C3PO. Obi-Wan holds up his hand, points his fingers, moves his hand from side to side in a very confident and “Jedi-masterful way,” and says, “These are not the droids you are looking for.” Then, the head Storm Trooper repeats word for word what Obi-Wan has said, “These are not the droids we are looking.” He then adds, “Move along! Move along!” dismissing Obi-Wan and Luke.
This iconic scene has been spoofed on numerous TV shows like House, in movies, commercials, and even in MTV music videos. I am so enamored with Obi-Wan and his ability that once in a while I will try this “Jedi Mind Trick” on my wife. Yes, I will hold up my hand and wave it and say something like, “This isn’t the laundry you want me to do,” or “These dishes don’t need to be cleaned by me.” Unfortunately, no matter how many times I try it, it never seems to work. I guess the force isn’t as strong with me as it is with Obi-Wan and Luke.
You may say, “But what does this have to do with marketing?” Indeed, a good question, and I am glad you asked. What if you could figuratively wave your hand and get your prospects and customers to buy your product and/or service consistently? What I am saying is that if you market your products or services correctly, it is almost like you are using a “Jedi Mind Trick.” Using the Complete Strategic Marketing System will tell your customers your business is credible and consistently there and ready to be of service. That truly is “one-heck-of-a feat,” right? One that seems almost too good to be true? When a consumer who has never bought from you before has expressed interest in your product and/or service and has in hand your marketing communications and materials (what you say about yourself and your product), he/she has the information they need to decide whether to buy or not to buy from you. The consumer looks at your marketing materials first of all to see if you are credible—if you actually walk your talk.
Credibility is the key and comes from consistency.
If, for some reason you are then inconsistent with your marketing, for instance, if one week you are in contact with the customer and then three weeks go by before he/she hears from you again, what is the consumer left to think? Most likely the customer will make the assumption that you do not really want their business, or worse, they might simply think that you are not good at what you do. Remember once again, nobody out there can read minds or the intentions of others. We are all left to judge others based on what we see them do and, of course, on what they don’t do.
Are we being consistent with our marketing messages? Do we consistently let the consumer know why we do what we do? And how we do it?
The best of all “Jedi Mind Tricks,” is to consistently let the consumer know that you are ready to solve their problems! That you are there to help them live a better life! That you can indeed be trusted and you know exactly what you are doing! This world holds no mind readers, nor does it hold any kind of marketing Jedi-master who can simply wave his hand and get the consumer to buy. The solution to getting consumers to buy your product and/or service lies in being consistent with your marketing. Consistency leads to credibility. Consistently disseminating a marketing message over time is the only “Jedi Mind Trick” that I know works.