In 2018, 5-star hotels are one of the few places where you get to feel like the Great Gatsby.
A swift entry through the revolving door turns you into a prince. As you stroll over the red carpet, admire the gold-painted objects and hum along to the muted jazzy tune, you realize „this is the perfect place to celebrate my divorce!“.
But then, a disturbing thought horrifies you…
„What a plight would it be“, you theatrically exclaim, „if I had to open the door myself!“, spontaneously adopting a high-pitched British accent.
Luckily, a uniformed man opens the door for you with white velvet gloves. Throughout your stay at the 5-star hotel, the uniformed man will become your companion. He will load your baggage onto a wagon and bring it up to your room. He will park your car and he will recommend the best food in town.
That man is called a concierge—and he does the exact same job effective marketing does.
You might think this comparison is weird, but let me explain.
A 5-star hotel’s product is not their rooms, their restaurant or exorbitantly priced junk food from a tiny fridge. Their product is the experience.
And without concierges, the experience would suffer. While they give you a weird sense of guilt when they do simple tasks for you, they make sure you have a seamless, hassle-free experience.
5-star hotels wouldn’t be the other-worldly experience they are if it wasn’t for concierges.
Marketing is the same. Marketing (copywriting especially, says me, the copywriter) acts as a concierge for people so they can enter a new reality.
How good marketing builds new realities
While most marketing aims to change public perception for a product—the most effective marketing accomplishes acts as a concierge.
Think of Apple.
Before Apple, computers were expensive industrial machines used by 28-year olds who looked like they just entered puberty.
Then, Apple came along and turned computers into technology that’s beautiful—and gave a new reality to creative rebels with it’s „Think Different“ campaign.
Apple’s marketing became a concierge. „Think Different“ opened the door for rebels to create their work through technology—and completely transformed what a computer is (okay, except for the „expensive“ part…).
Or think of Nike. The sports brand rapidly captured market share because they allowed amateurs to feel what it’s like to tie your shoes and launch onto the field like a professional athlete.
Or Vodka-Cranberrys: They changed partying all over the world by helping people recognize and avoid bachelorette parties early. (half-kidding)
Of course, creating new realities for people is like a top hat: Incredibly hard to pull off
But when you do it, you’ll watch your business skyrocket.
Now you’ve heard me talk about this and you might be all excited to make your business create new realities for people.
If you want to put this into practice, I recommend starting with my 2-step framework I use to think about marketing.
Because effective marketing does two things:
- Create beliefs in people
- Make them act on those beliefs.
Turning these into two questions will give you action steps you can use to make your marketing change your own reality—and your customer’s.
Here’s your two questions:
- What new beliefs and actions do you need to create for people so they can experience the reality they want to live in?
And, more importantly,
2. How can you create those beliefs and actions?
While this process is simple, it’s nowhere near easy. And escorting people into a new world will always be harder than selling them something.
But it’s worth it—both in terms of impact and revenue.
If you’ve written down or copy & pasted those two questions and you’ve got your answers to them, send your answers to me so I can reward your efforts to do good marketing with a free consultation (Value: 17 gold nuggets and 3 double chocolate chip cookies).