Targeted marketing & Sesame Street
A couple of days ago I posted a link to a video of a Sesame Street episode: Suspicious looking salesman Lefty is trying to sell Enie an O. While everybody agrees that one could not possibly refuse this offer to buy an O for only a nickel, the video ends with Ernie not buying the O.
You can deduce a great deal about talking to your own customers or weblog visitors from the conversation that takes place between Lefty and Ernie, even if you do not sell letters of the alphabet. I re-watched Lefty’s sales pitch multiple times and jotted down some notes:
You are special
“Hey you. Who, me? Ssshh. Who, me? Riiiight.” This one of the standard openings to any Sesame street video that features Lefty trying to sell Ernie some totally useless object. Whether it is a letter of the alphabet, an empty box or a bit of air, Ernie always turns around and starts a conversation with Lefty.
A more successful version of the opening line is “Hey Ernie. Who, me? Sssh. Who, me? Riiiight.” The only difference is that Lefty addressed Ernie with his name, instead of “Hey you”. One of the best way to reach someone that you don’t know is using their name. Research shows that the most suggestive word for people to listen up to is their name and not “Free” or “New”. Let’s face it: We are all a bit egocentric and literally flattered when someone wants to identify with us.
Differentiate yourself and do not sell O’s
Even though Lefty’s sales pitch is slightly ridiculous, he tries to differentiate himself and tailors his offer specifically to Ernie. He provides reasons why Ernie should buy the O, (even if they are not as substantial as you would hope that they would be.) “It is not often that I offer, what could you ask for more”, “And for no extra money” or even the hint of additional services such as quick checkout. ("Just buy the O and take it home tonight.")
Ernie does not buy the O in the end. The reasons for this are twofold. Even though Lefty provides a great performance trying to sell his O, the O is really useless. In the real world you need to set yourself apart and offer something of real value. This needs to be great content or even better service. If you try to sell O’s, customers will quickly turn their back on you.
Whenever trying to create repeat visitors to your weblog or selling your services, give them something to remember you by. The one thing that they tend to remember is the fact that you remember them. If you reinforce this impression with great content and services you are set to go. Riiiight.
// PJ
Thursday, December 20th 2007
at 23:48 PM
I think Ernie doesn’t buy the O, because he has common sense. Our ‘modern’ society is so obsessed with buying and having and collecting, that people forget to relax.
It’s my opinion that you should create a product that lasts, that doesn’t get a new design every 6 months, ‘cause then your buyer just gets frustrated and won’t buy from you again. *cough*ipod*cough*
And what’s most important for me, is that you stick to that thought of buyers being people,. Most compagnies see people buying their stuff as a brainless flock that will buy just about anything. But all people are beautiful and unique (except for some), and they should be treated with the nescassary respect. I hate it when I get referred to ‘dear custumor’ by some answering machine. I hate the depersonalisation of it all. Think of your custumors as people, not as consumers or walking money.
// Dominik Lenk
Saturday, December 22nd 2007
at 8:00 AM
PJ: Very nicely said. I quite agree with you and am wondering why I didn’t come up with this…
I just returned from the airport after two consecutive flights have been cancelled. Right now I am wondering whether a little bit more service or seeing people as people instead of customers would have improved the situation a little bit. Probably not…
// Lefty
Wednesday, January 9th 2008
at 21:53 PM
Soooo....
Are you going to buy an O or not?!