Is your service selling less than you would like? Scott McKain's book can give you some insights on how to 'soup' up your presentation…your demand for clients' or customers' time and attention.
All Business is Show Business begins with a look at our recent educational past where Sesame Street has made learning the Alphabet infinitely more entertaining than learning at our mother's knee. The next opinion says that children go to school expecting to be ENTERTAINED.
Yet, entertainment in our society, still means ESCAPE and doesn't have a lot of respect. Sad because the entertaining presentation, whether alphabet or quantum physics, is more likely to be STICKY! Sticky learning wants to become applied learning. Rethink ENTERTAINMENT. Do not see escape, but see a demand for someone's time and attention. Boring lessons in the classroom demand time and attention along with the puppets that promote STICKY!
Exit the classroom. Enter the boardroom. Our target market wants to receive a STICKY message. If entertainment is required, so be it. Trust me, even the boring product statement is still striving to entertain because it is demanding someone's time!
At every turn, we are advised to learn more about the people with whom we want to work. What do you know about your market? Do they read? Listen to podcasts? Watch video? Study and follow infographics or memes? If you aren't sure, are you ready and willing to experiment and do some testing? Or are you insisting that they accept what works for you? I must be wary of that insistence because two of the choices: reading, podcast, video, infographic, are my person choices.
Offering only those two options of communication to my prospective clients is DANGEROUS! Bordering on STUPID! While I am not skilled at using the two that don't appeal to me, I do understand the value. I am working on building more skill for them.
Technology has changed the way we can entertain, but it isn't be beginning. A circus or movie poster from the past give us infographic views of the show being sold to us. Commercials imitate the side show 'hawkers' for the bizarre circus acts. Blogs are quick how-to sessions from presenters who used to come to our meetings. Webinars are advanced presentations available for the planet.
I haven't giving you page by page book report detail of All Business is Show Business. I want you to see how it made me THINK. And, I want you to give your business a fresh breathe in the coming season when you get the book for yourself and apply the ideas.