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So this was what happened to me on Saturday, 2nd of January 2021
After my breakfast, I went into my room to do my new year ritual (it doesn't involve blood). You know everybody is setting 2021 goals so I have mine too and part of my goals is a daily ritual that I must do in this January.
I wanted to read a book so I didn't know which book to pick. I have two books that I have been reading - The RCLB by Robert Collier and For The Independent Peaceful Reunification Of The Country By Kim Il Sung, the first President of North Korea.
So, I laid my hand on one of my jotters and I opened it and started reading it. Until I got to the most important thing I have ever read so far in 2021.
Surprisingly, I wrote this thing last year while I was reading a book about copywriting. This statement was what I saw
Surprisingly, I wrote this thing last year while I was reading a book about copywriting. This statement was what I saw
The PRODUCT itself should be its own BEST salesman. NOT the PRODUCT alone, but the PRODUCT plus A MENTAL IMPRESSION and ATMOSPHERE, which you place around it.
That got me thinking and I dropped the jotter
You see
A product or service is not enough.
That got me thinking and I dropped the jotter
You see
A product or service is not enough.
You have to paint a mental impression and the atmosphere you place around it
Let me give you an example
I believe you know Steve Jobs, the late chairman and co-founder of Apple Inc.
Let me give you an example
I believe you know Steve Jobs, the late chairman and co-founder of Apple Inc.
So when Apple wanted to release the first iPod ever in 2001, Steve hosted the launch and he described the gadget with this sentence:
A Thousand Songs In Your Pocket
Mind you, this was an era where an MP3 player could only contain 100 songs.
A Thousand Songs In Your Pocket
Mind you, this was an era where an MP3 player could only contain 100 songs.
Look at such an impression
Who wouldn't want such gadget
The atmosphere placed around the gadget attracted music lovers
Remember, nobody buys a product because it's a product
Who wouldn't want such gadget
The atmosphere placed around the gadget attracted music lovers
Remember, nobody buys a product because it's a product
Nobody pays for a service because it's a service
They are buying and paying because of what the product or service will do for them
But if the owner of the product or service doesn't create a mental impression and an atmosphere around the product, nobody will buy it.
They are buying and paying because of what the product or service will do for them
But if the owner of the product or service doesn't create a mental impression and an atmosphere around the product, nobody will buy it.
There's no magic there.
So, learn about the mental impressions that appeal to your target audience and build it around your product or service.
So, learn about the mental impressions that appeal to your target audience and build it around your product or service.
