How do you market Messi?

Here's how you market Messi: 

You let the product do its magic and let others feel the resulting impact and energy.

Frankly, if your breath isn't taken away with the majesty of Messi's footballing brain and his mesmerising skills...  then you're not an appreciator of his, you're not a customer of his brand of football. 

And that's okay. You don't have to be. 

Hear that again: 

If you're not captivated or in raptures when you see Messi produce and perform, then you're not a customer and so you're certainly not going to be 'sold' by anyone else telling you how incredible Product Messi, is.

No amount of slick copywriting or advertising genius is going to get you to buy, product Messi. 

NO amount of proof or stats or comments and testimonials from others are going to convince you otherwise. 

And yet that's exactly what many do in order to sell their products and services - they try to invent an angle or benefit for a product or service that's actually not needed or wanted by those that don't want it.

Creating and inventing is good.

Not only for new products and services but it's also the lifeblood for breathing life into worn out products and services that have lost their appeal. 

Yet it's only good for those who are in the market for said product. 

You can't invent a Messi. 

You can't invent what's not there and honestly fulfil on it. 

However, what you can do is you can see the product in full motion and you say ' I want some of that'. 

Trying to describe a Messi and to then put that label on different player in order to get them sold or bought or watched, just won't work.   

An inferior product cannot get sold via sophisticated advertising, and at the same time, have the buyer be ultimately happy with the purchase. 

That's deceit. 

That's lying. 

And it's what many resort to when they feel they have to 'invent' in order to make sales. 

And what happens when you get sucked in by the advertising and you buy what's being offered, and it doesn't live up to it's Broadway billing?  

You'll probably not want to go back to that place or buy from that vendor, again.

Probably. 

And you'll more then not, tell a few others about your troubles.

And from the owner's perspective?

They'll have lost a stock of future recurring, residual and referral business.   

Not that it matters to many businesses because they're one-shot transactional thinkers.  

They're not at all bothered with the practical and profitable impact of the lifetime value of a customer.

Copywriter Great, Gary Bencivenga -- has this masterful truth to declare about products and copy:

A gifted product is mightier than a gifted pen  

Your mission, if you accept the challenge:

Turn your product or service into a Messi equivalent and you'll not need a gifted pen to wax magical about how gifted your product or service is.  

That's because it'll have an automatic built in marketing machine as part of its operating system. 

And when you couple together a gifted product with a gifted pen, you'll get superior market place dynamite. 

No abnormal advertising schemes and shenanigans, required.         

 

http://rajahireker.com/what.pdf 

What if your 50k Customers, PAID newsletter subscribers or members, were ZAPPED?

How would your life be if you had 50 thousand PAID subscribers to your publication, subscription services or membership?

With huge deposits of cash pouring in each and every month.

Absolutely like clockwork.

Life would be pretty rosy, right?

But, what happens if your subscriber rate, tanks, crumbles, suffers a heart attack... what then?

More...

And what happens if you resurrect the publication, but now, the subscriber rate and the publication is perceived as just another commodity amongst a bunch of commodity publications?

Bummer.

The Rosengarten Report had, in it's peak to 2008, over fifty thousand paid subscribers to its restaurant and food guide publication.

FIFTY THOUSAND!

It was the bees knees.

The publication was hailed by James Beard (Google him) as the best written food publication in the world.   

If you were lured into the publication, you'd want to eat it the page it was printed on.

The publication was THAT good.

But why?

Here's the secret ingredient.

The recipe for their success.

Now I'm not 100% sure of this but much of the content was written by Gary Bencivenga, the best copywriter (salesman in print) in the world at that time - he's retired now.

Some of his special reports and written pieces for the company were devastating masterpieces in persuasion, gluing you to the spot, making your tummy rumble and your taste buds drool. 

David Rosengarten suffered major health problems and the publication closed down for a number of years.

The RETURN;

Now, with health of the owner better, there's an online version of the non paid for newsletter.

It came out late 2012.

Sadly, It's NOTHING like the original publication.

It's weak.

It's lacklustre.

For me, it's instantly throw-away-able.

How so?

The writer.

They've gone cheap.


They've slayed the golden goose and have not replaced it with the same money producing, customer attention readership magic that a communication-in-print-specialist like Bencivenga could create.

Instead, they've hired some 3rd or 4th rate communicator whose skill is in creating a 'so so' experience for the reader. 

What tells us the experience isn't a great one? 

A few examples; 

I'm not raving about it.

I'm not hailing the positives.

I'm not drooling over the screen, not googling the recipes, not hunting down the recommended suppliers, not becoming a member, not itching and eager to to wait for the free online newsletter publication version to drop into my inbox. 

And look, we all know good writing, incredible persuasive and compelling writing when we read it.

The difference in the quality of writing in this newsletter probably amounted to some really sizeable numbers.

The Rosengarten people didn't do much except hire mediocrity with a CAPITAL M.

What kind of written communicators have you engaged? 


www.RajaHireker.com