Here’s a fun story about an interesting experiment.

A world class violinist decided to see what would happen if he took his $3.5 million dollar Stradivarius and went outside to play for people on the street. He was completely ignored…

Absent the framework that accompanied his typical command performances, people were completely oblivious and disinterested.

In the context of “street musician”, the the most finely crafted instrument of its kind known to man, played by an absolute master of the art was decidedly unappreciated and almost completely TUNED OUT.

Can you think of any aspects of your marketing where your buyer’s experience is incongruent with their expectations? If you’re honest, you surely can. And there’s money there for you…

Yep, context counts alright. When you create an EXPERIENCE for your buyer that is in complete sync with the expectations of the market, it’s like white water rafting. The momentum does all the work.

On the other hand, when your marketing process is out of sync and doesn’t reinforce their subtle and oftentimes subconscious expectations, you are left more like a salmon swimming against that same current. “No… REALLY… We ARE better… SERIOUSLY…. LISTEN….”

NOTE: This story is a perfect example of why I dig Twitter…
(Hat Tip: @JeffWalker)

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