Make your marketing entertaining
 

A while ago I read a fascinating interview with a consulting and marketing psychologist called Elliott Jaffa. 

In the interview Elliott mentioned that he had helped a number of his clients do very well selling at Trade Shows by making it entertaining to visit their stand.

He used the “Japanese Invisible Fish Strategy” to help his clients get noticed and remembered positively at a trade show.

The strategy was very simple:

Step 1: Place a rock on the bottom of a five gallon aquarium and fill it with water.

Step 2: Place a sign next to the aquarium: that reads Japanese Invisible Fish in both English and Japanese.

Step 3: Have answers at the ready to the ridiculous and inane questions you will be asked as attendees look for the invisible fish. (They’re invisible!)

Elliott then taught his clients how to quickly assess whether each visitor is a qualified lead for what they were offering.

The idea behind the Japanese Invisible Fish Strategy was to have fun and get the attention of a lot of people fast.

And at the same time make the stand with the Japanese Invisible Fish memorable. Elliott had a lot of fun with this strategy with his clients. 

He got his clients salespeople to ask visitors to their stand if they would like to feed the invisible fish.  And if they said ‘yes’ they were given an ice cube to add to the water.

For the trade show visitors that qualified as good prospects the invisible fish strategy made it easy to follow up with them. 

Elliott’s clients would phone a person who visited the trade show stand and say “You might remember me We had the stand with the Japanese Invisible Fish. I’m sorry to have to tell you that I have some bad news. The fish died”.

The person on the other end of the phone invariably laughed or had a quick chuckle and were now receptive to what the phone call was about.

I really liked what Elliott did with this strategy and it reminded me of a valuable marketing lesson. If you can entertain people and make them feel good they are a lot more receptive to doing business with you.

In other words making your marketing entertaining can work very well to boost sales.
 

Action Step: 

How could you make your marketing entertaining for potential clients?

As always I highly recommend that you get your team involved to help you brainstorm some ideas. At the very least, get your customer service and sales team involved!

Then pick one or two of the easiest ideas to implement and make it happen!

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Today’s quote:

“I’d rather entertain people than offend them.” – Sam Kinison