The Selling Power of Drama
The pace of change in the world accelerates every day. The top ten in-demand jobs in 2010 did not exist in 2004.
Yet as rapidly as our world is changing, certain tried and proven principals stand the test of time and are more relevant today than ever.
Dale Carnegie wrote the first best-selling book on salesmanship, How to Win Friends and Influence People, back in 1936. It still sells today and has sold over 15 million copies world-wide.
In 1936, he said, “This is the day of dramatization. Merely stating the truth isn’t enough. The truth has to be made vivid, interesting and dramatic. Movies based upon true stories do it, and radio does it. And you will have to do it if you want attention.”
Advertising is merely multiplied salesmanship, allowing you to tell your story to hundreds or thousands of people all at the same time.
Consumers have all of the facts, figures and research about your products and services at the click of a mouse today. But it’s drama that makes those statistics memorable and drives your prospects to learn more about you.
When Krazy Glue launched their historic campaign in 1980, they could have talked about how many pounds per square inch Krazy Glue could hold or quoted other research and statistics about the glue’s adhesive ability. But they chose to dramatize Krazy Glue’s strength by gluing a man’s hard hat to a steel beam and suspending him in mid air, held only by the glue. The rest is history.
(you can view a clip of this classic commercial here) http://www.youtube.com/watch?v=SXZv2KZKCCo
The best marketers today use the captivating power of drama to showcase their strengths, and they use their web sites and social media pages to validate the stories they have told.