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It was a Friday night and my wife and I were at Wild West, a local country dance hall. Everyone was decked out in jeans and boots, scooting around the floor to Brad Paisley’s latest. About the middle of the evening, as if on cue, all eyes turned toward the front doors. In walked two young ladies wearing sleeveless black cocktail dresses and black stiletto heels.
As if it were choreographed, the DJ fired up “You Shook Me All Night Long” by AC/DC. The two young ladies headed straight for the dance floor and danced with each other. Not in a provocative way, but in a classy way that said, “look at us.” And look, everyone did.
The song ended and the two young ladies left the dance floor, but didn’t make it far. Before they could settle in to their seats to have their first drinks purchased for them, they were intercepted by eager young men. Back to the dance floor they went. In less than five minutes these two marketing geniuses, with their black cocktail dresses, had taken control of the room.
Now, as you can imagine, there were varying opinions about what had just happened. The single men were quite pleased with the marketing prowess of these two young ladies. A new product had just been introduced and the men were happy to be there for the launch. But supplies were limited and quick action was needed. The single ladies, on the other hand, were not too happy. They had been fighting for shelf space all evening using traditional marketing tactics. The married men were just trying not to look.
So now it’s time for your business to take control of the room. Slip on a black cocktail dress and a pair of black stiletto heels.
Attract Attention
It’s about two things: timing and splash. Had the young ladies been the first to arrive when Wild West opened, they would not have been noticed as customers slowly arrived throughout the evening. They waited until a sufficient audience was present and made their grand entry. Then they took advantage of their timing, immediately taking center stage for a dance. Look for a crowd and step into the spotlight.
Provoke Others
Sometimes in marketing, feelings get hurt. So what. Your goal is the success of your business using ethical means. Don’t worry about what your competition will think about you. Instead make sure that your competition gets worried about you. Market yourself in a way that will cause customers to love you and competitors to curse you…mainly because they didn’t think to do what you did first.
Distinguish Yourself
It’s not about being better, it’s about contrast. What’s your sexiest feature? How can you show it off in a way that contrasts your business from everyone else? Don’t be afraid to show off your sexiness in a provocative, yet tasteful way.
Now go slip on that black cocktail dress because you are looking sexy.
Still to add to your fearless marketing arsenal: A Red Velvet Rope and A Torpedo.
Related articles on Fearless marketing:
General George S. Patton, William Elphinstone, and Barney Fife
Lessons in Fearless Marketing From Mark Twain
A Reputation for Quality, and other meaningless marketing phrases.
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[…] to come, the tools of fearless marketing: A Black Cocktail Dress, A Red Velvet Rope, and A […]