It’s not enough just to build a good product…
Why?
Because competition has never been as fierce. A simple google search brings up 100’s if not 1000’s of companies doing the same or similar things to you.
Couple this with people being more distracted than ever.
Today we have countless media channels available. Like television, radio, podcasts, apps, blogs, YouTube, Facebook, Twitter, LinkedIn, Instagram and so on.
And you’re in competition with all of them to gain your prospects attention.
In today’s world there’s absolutely no point in wasting time & resources trying to create a buzz in the marketplace about a product that is just good enough, a me too even.
British advertising tycoon David Ogilvy was known as ‘The Father of Advertising’ and once said. “Great marketing only makes a bad product fail faster”. Very true in todays social media led world.
Today you need to create 2 things:
- A compelling product, which makes people go WOW
- The right platform to tell people why they should trust you
My wife & I have birthdays a day apart and instead of buying something for each other, we pool the cash & have a couple of cultural days away without the kids.
Although, this strategy heavily relies on the in-law’s good nature & them being around at the time. Being retired they seem to have more holidays than Judith Chalmers.
This year we planned a cheap 2-night trip to Athens. We’d been to Rome before & thought it was time to engulf ourselves in some Greek history and hospitality.
Bringing up 3 children, never leaves us much cash to spend on ourselves. We we’re on a tight budget as always. And booked flights with EasyJet & found a well positioned 3-star hotel with great reviews.
Between TripAdvisor & Booking.com the hotel had 2,000 reviews, with 9 out of 10 on 1 & 4 out of 5 on the other. It was hard to find any negative comments, which for a cheap hotel, seemed amazing.
On arrival it was what you’d expect a 3 star to look like. A little tired and rough around the edges.
Then it started. The staff could not be more welcoming, breaking out the olives and letting us try all the local wines, so we could decide on the ones we liked best.
Our host Andreas then struck the killer blow and said smiling. “Why don’t you take your drinks up onto the roof top terrace whilst the suns still shining and enjoy the view of the city”.
We looked at our friends (Paul & Denise) who nodded in approval and all headed for lift. Wow. We just stared in awe. The Acropolis was right in front of us, within what seemed touching distance.
Now we understood why this (little shabby) 3-star hotel was getting rave reviews. Yes, the service was excellent (as you’d expect). But it was topped off with a WOW view from the roof top terrace.
The hotel obviously knew this was their WOW. But they also knew they still had to offer the excellent service to get the bookings.
The WOW has allowed them to create a platform on TripAdvisor & Booking.com, where guests talk about the great service and no doubt tell all their friends about that WOW rood top terrace view.
You can do this for just about any product or service. Take office solutions. Rather than being a me too. We’ve created a WOW, by providing the equipment for free and giving a guarantee never to increase the fixed monthly fee. This is unheard of in our industry.
…how can you create a roof top terrace WOW with your product or service?
