Print this pageInternet Theft and Fraud
I've got faith in humanity, but what's with all this fraud and theft on the Internet?
Navigation: Main page » Strategic Planning
Author: Lee Raito
Article source: http://www.erises.com/. Used with author's permission.
Alright, let's clear the air and state right upfront that I am NO way condoning pornography. It is a fact of life, and one that apparently is not going away any time soon. Being successful in business has often been about walking a fine line and thinking outside the box. So if you are uncomfortable, with even the thought, that you could learn something from the business acumen of the Adult Movie Industry, then I especially think you should grab a coffee and keep reading this article. Why? We always learn something from that which we vehemently disagree with. You can always stop reading; you always have the choice.
Why is there 100's of Adult Movie stores in almost every city in North America? Demand, demand, demand... If there is a demand for your product or service; miraculously suppliers will appear out of nowhere to profit from that demand. The law of supply and demand have not, and the fundamental laws of economics will not change any time soon. We could get in to a whole debate on morals and integrity, when it comes to supply and demand, but that is not the intent of this discussion. We'll save that for another day.
What can the Adult Movie Industry teach us, outside of the laws of supply and demand? You may be surprised, but this industry can teach us about marketing, in a big way. As you may or may not know, when you walk into an Adult Video store there are literally thousands of videos for the renter or purchaser to choose from. How does one company's product sell and survive over its competitors, who virtually have an identical product. Let's face it! They are all selling the same dang thing.
Hmmmm… Sounds familiar. Just like every other bloody industry on the planet. After all, competition is competition.
To win in the movie industry, your box cover in the video store has to have the most irresistible offer. The companies selling these movies have less than half a second to gain a consumers attention and persuade them to buy. If not, there are another 1000 videos to be perused.
First Lesson.
Whatever your business may be; is your customer's first impression WOW? If it is not, you are leaving sales on the table to be taken by your competition. This could be interpreted in so many ways. Whether it is a website you run, the attire you wear when meeting with clients, the signage in your storefront, the cleanliness of your establishment or how your phone is answered. You have to make that first couple of seconds a WOW experience for your potential customers to convert to actual paying clients. In other words, have the best video cover!
Second Lesson.
Unless, your branding strategy has been very effective and you are a Jenna Jameson or Seymore Butts, (e.g. Wal-Mart and Best Buy of the Adult Movie Industry) then being the little unknown guy or gal means you have to work twice as hard to get recognized. This requires a whole heck of a lot of ingenuity, thinking outside the box, and often crazy ideas to get the attention you need to be successful. Now you may be selling windows, not wild things. So you may not want to have naked people doing strange things on your marketing material.
So here is what I want you to do. Consider what your box cover is (metaphor for your or your companies first impression or pitch) and when you figure this out, really sit down and consider if it is as miraculous or awe inspiring as it could be. Better yet, ask a peer, relative or friend what their honest first impression is. If they can't be objective then ask your customer directly or indirectly through a survey.
How do you make your box cover stand out in a crowd and destroy the competition?
by Lee Raito, CFP, FMA
Co-Author of Business Sexcess
