Originally posted: June 5, 2017
Ever meet that guy or gal who seems to puke his sales pitch all over you?
Even if you need what he has, you just walk away.
We’ve ALL been there!
Even if you may hate this elevator sales pitch that makes you want to run the other direction, oftentimes us business owners fall into the pit without even knowing it.
It’s easy to get super excited about whatever you are selling. Of course, you want everyone to buy what you have. Isn’t that the goal in your business?!?!
Naturally it is!
Do you have a great product or service that you know people need or want?
Are you tired of not having enough customers purchasing what you have?
Wouldn’t you love to have a sales pitch that never made anyone feel like you are a used car salesman, but rather have them chase you down to buy what you are selling?
Now imagine a world where you have plenty of customers, and in less than 60 seconds you know the exact words to use that get them to BUY, BUY, BUY.
You don’t have to imagine that world anymore, because it’s HERE.
NO, this is not the typical elevator pitch where you verbally “puke” all over someone…
This is a different kind of sales pitch where you build curiosity that makes people want more of whatever it is that you have.
This is the precise outline of a winning sales pitch that Sam Horn lays out in this dynamo 17 minute Ted Talk.
BUT… You Don’t Have 60 Seconds to Sell
You may have the luxury of being “belly to belly” with someone and be able to use this dynamic 60 second sales pitch, but in all other sales, print & digital, you don’t have 60 seconds, you’ve got…
That’s right, when it comes to signage or digital marketing you have all of 1, 2, 3, 4, 5, 6 seconds to stop the scroll and grab someone’s attention.
This is really a refined study of the obvious.
If you are driving on a freeway going 70 miles per hour, you wiz by billboard advertisements in a blink of an eye.
So, the design of that billboard better be crystal clear with a mind blowing graphic and simple, memorable text.
It’s an art form to say the least–to promote what you are selling and give just enough information that the driver can easily remember and take action later.
If nothing else, Sam Horn’s 60 Second sales pitch can move you in a direction of learning how to say impactful things in a meaningful way that elicits your customer to take some type of action or, at the very least, remember your brand in days to come.
Yet, in the more than competitive business world we live in currently, with more marketing and sales platforms than you can shake a stick at, you have to move beyond the polished 60 second sales pitch. You have to be radically different to even have a chance of getting someone to pay attention to your message.
When it comes to print & digital marketing, rules are meant to be broken in the all out massive effort in helping your customers pay attention to you. You have to give your customers a reason to take affirmative action & eventually buy from you.
”If you can’t explain it simply, you don’t understand it well enough.” Albert Einstein
Print & digital marketing efforts have to be the antithesis of puking, yet some just don’t get why puking wont work.
My head spins when I look at this billboard, leaving me confused and unable to recall any specific words.
This would be a great example of what not to do!
Marketing That Breaks All the Rules. And Wins.
This U.K.-based used car company, LingsCars.com, has literally broken every marketing rule in the book when it comes to web design.
Let’s explore some stats and then chat about why this hot mess of a website and brand is top dog.
How in the hell is this happening?!?!?
THE BABY RATTLE EFFECT
I’ve never been to the U.K., much less had any personal contact with the Ling Used Car brand, yet here we are talking about it.
In business and even your personal life, the baby rattle will always win.
What’s the baby rattle you say?
Two infants are sitting in a room and you are the only adult nearby. The kids are playing together quietly when all of the sudden one baby starts throwing a fit while swinging a baby rattle to boot. The fit and shaking of the rattle doesn’t stop no matter how much you try. The other infant sits quietly, poised and “acting proper”. You are hyper focused on the loud child, trying everything you can to stop the madness.
This lasts for over an hour, but finally comes to a halt. You are exhausted, fed up and all you can think about is the shit storm of noise and frustration you felt the last hour. You tell your friend about this just to vent and get it off your chest.
THIS IS THE BABY RATTLE EFFECT.
While the quiet child was keeping to themselves and not interrupting your day, you focused your energy on the child that was being very loud. This same concept CAN work in marketing too. This is why marketing is NOT a straight path; it’s not black and white.
So as I’m sitting here saying the 60 second sales pitch is a fantastic, in-person pitch, and that you best know how to sell your widget in 6 seconds in the digital world… I’m also saying that both suggestions can be thrown out the window and be effective. #confusingbuttrue
While a noisy, messy designed billboard may not help your brand, it could or it could fail miserably.
While a noisy, messy designed website may not help your brand, it could, or it could fail miserably.
Ling’s Car “Baby Rattle” approach has served her well, boasting $106,192,200 car sales in 2015. Ling is known around the world for having one of “the best websites ever”; it’s even been quoted as “the future” of websites.
Her rattle was the biggest and baddest and her sales prove that fact, not to mention the many awards she’s received over the years. And hell, clearly her rattle was loud enough for us to be halfway around the world from her, having this discussion in the first place.
Ling’s Used Car website may be insanely messy, breaking all the typical rules of UI/UX, and she’s followed many other marketing “rules” that balance out this faux-paux of a brand:
- Her rattle of a site actually does get the result, stopping you in your tracks within seconds when you hit her site. The fact that it’s broken every damn design rule, it also builds curiosity instantly. You can’t help but want to look.
- Ling’s site allows you to not just chat with sales reps (like you can on so many other sites, through instant chat) but you watch live feeds of them working in their circus of an office. You can even press buttons that fully interact with her car sales reps IN THEIR OFFICE from around the globe; engaging even non-customers. #brilliant #technologyatitsbest
If you were to take this exact website idea to any development firm across the U.S.–should that firm not know about the success rate of Ling’s brand– you would be hard pressed to find someone who would want to design that exact site and put their name behind it. They would think you are nuts.
Marketing and sales pitches often need to be crazy in order to stand out in a crowded room.
If you want to take the “Baby Rattle” approach, you can’t be a toe-dipper though. You’d have to be all in AND okay with an epic fail where you then can replan and re-execute.
Marketing and sales is a game.
You have to be willing to play it, learn the rules, break them at times, as well as take the wins and losses as they come and eventually create your own rules.