And before you scoff at the absurdity of it all, know this; there's a fat happy market for pure quality air. (No, I didn't know that either)
Those with the money, and a desire for 'premium air' don't mind spending money for a few seconds of sniffing pure quality air.
And that's the key; there's a ready-to-buy market for it.
Sure, you and I may think... who on earth would spend that amount of money on AIR?.
Well, he ships it over to polluted cities Shanghai and Beijing, where the wealthy elite pay a hefty sum for a few seconds of inhalation - THEY'RE the ones who buy.
http://www.independent.co.uk/
And when you break it down, what's being sold here is a story. Nothing else. Leo De Watts is telling his story of bottled water and the benefits and merits of it - and, a certain segment of the world's population have bought the story and so, hand over their money for the results of what the story can do for them.
Reading that should be nothing but beautiful music to your ears because if someone can package up a story of bottled air and how it'll do the recipient good, then what can we do with your tangible goods and services that'll give the beneficiary a whole lot more value than a few seconds of sniffing the bottled up air of certain places in United Kingdom?
Now here's what's really instructive;
If all Leo De Watts did was to plaster and blast out the following selling message - "...buy my bottled air at £80 a bottle and I'll ship it to you first class anywhere in the world.." if all he did was scream out his goods - well guess what; no matter how well he tries, he's not going to reach inside the psychological mind of his ideal customer and have them part with their money. He had to first tell the story of how pure their air was in certain parts of UK and how, by inhaling such quality air it'll have wonderful knock on health benefits and will enhance the quality of thinking and the quality of life of those who buy it.
What's your bottled air story... and... does it move enough qualified prospects to want to take you up on your proposition... because that's the ultimate test here, isn't it -- what you say and what's written in your marketing and communication messages - (your bottled air story) and.... the response you get because of it... that's what matters most.
Now... if you've no real story and you're still getting a good amount of business, imagine what would happen if you created a wonderful story about your products and services and the benefits they provide, and you used that in all your promotional messages and materials, what do you think would happen? Ask Leo De Watts. Ask him what his story of his bottled air has done for him and his business? Ask him about the additional free business and free publicity he's managed to get and... what it has meant to him from a pure profit point of view.
His conversational copywriting, his written copywriting message about bottled water is making him well known and rolling in the money that's...rolling in.
Some may think Leo De Watts is pulling a fast one, that what he's doing is nothing but a sophisticated scam.
To all of us who cannot see the value in what he's selling, who aren't prospects for what he's promoting, who cannot see the merit in his proposition whatsoever... maybe that's true.
However, the instructional message here is to know that there's a market in the world for almost anything and everything and... that we all buy based on stories, on a message that represents a product, service or idea.
What story do you want to be told about what you sell, ? And, for it to be told in a captivating, engaging and truthfully exciting way?
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