Law of Annoyance
There are many companies out there who base their business and marketing strategies on the Law of Averages. It doesn't work!
Victor Antonio, a marketing speaker, used the analogy of a nightclub to describe the idea of the Law of Averages. You go up to a woman and ask her for a dance, she says no, so you move onto the next one, and the next one until the 14th one says yes... but then a track comes on you can't dance to, so you have to start again. That, Victor Antonio explains, is the Law of Averages. The more people you ask, the better your chance of getting a 'yes'. I see, that makes you look like a desperate dick.
This is the idea behind all those amazingly annoying cold calls you get from about 11 o'clock onwards. They spend their whole day having people scream and shout and swear at them to go away, because they are talking to people who simply are not interested. I mean, who is really going to say yes to double-glazing just because someone called them up in the middle of their lunch.
Apparently, we are one of the luckiest households in the country, we've managed to win £10,000 worth of double-glazing three years in a row. And yet, we still haven't won that damn lottery.
According to Victor Antonio, we should embrace negativity and rejection as part of the marketing game, but why? If you're calling 100 people and only getting 2 or 3 yes, or maybes then how much time and effort have you had to waste to get there. Stop worrying about how many people you've managed to call, and start concentrating on who you're trying to talk to.
As a marketer and business owner, I want to be talking to people who are actually interested in my services. I don't need a radio ad (who the hell can see what my photography is like, let alone remember my web address), or a witty TV advert (a good advert doesn't make me drink a certain type of beer, or buy a certain washing up liquid) or a whole page spread in a magazine (positioned just nicely between the letters section and the sports pages).
If you're out to annoy your potential customers, then by all means keep making those calls - but I can guarantee you'll be the last person they think of when they are looking for a service you provide.
Victor Antonio, a marketing speaker, used the analogy of a nightclub to describe the idea of the Law of Averages. You go up to a woman and ask her for a dance, she says no, so you move onto the next one, and the next one until the 14th one says yes... but then a track comes on you can't dance to, so you have to start again. That, Victor Antonio explains, is the Law of Averages. The more people you ask, the better your chance of getting a 'yes'. I see, that makes you look like a desperate dick.
This is the idea behind all those amazingly annoying cold calls you get from about 11 o'clock onwards. They spend their whole day having people scream and shout and swear at them to go away, because they are talking to people who simply are not interested. I mean, who is really going to say yes to double-glazing just because someone called them up in the middle of their lunch.
Apparently, we are one of the luckiest households in the country, we've managed to win £10,000 worth of double-glazing three years in a row. And yet, we still haven't won that damn lottery.
According to Victor Antonio, we should embrace negativity and rejection as part of the marketing game, but why? If you're calling 100 people and only getting 2 or 3 yes, or maybes then how much time and effort have you had to waste to get there. Stop worrying about how many people you've managed to call, and start concentrating on who you're trying to talk to.
As a marketer and business owner, I want to be talking to people who are actually interested in my services. I don't need a radio ad (who the hell can see what my photography is like, let alone remember my web address), or a witty TV advert (a good advert doesn't make me drink a certain type of beer, or buy a certain washing up liquid) or a whole page spread in a magazine (positioned just nicely between the letters section and the sports pages).
If you're out to annoy your potential customers, then by all means keep making those calls - but I can guarantee you'll be the last person they think of when they are looking for a service you provide.
Labels: business, marketting
posted by Kieron Heath at
8:02 AM
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