Can Reality TV Teach You How to Increase Software Sales?
Here’s something to emblazon on your brain: People are immensely interested in OTHER people.
If Reality TV has provided nothing else of value THAT one lesson is surely worth millions. And, I’m here to tell you something you might find mind-boggling.
That little lesson can help YOU and your team increase software sales.
Here it is again:
People are immensely interested in the activities, aspirations, problems, beliefs, opinions and even drama of OTHER people.
But, that shouldn’t be such a shock though. All of fiction, movies and most TV shows revolve around characters (i.e. people). There’s never been a blockbuster, ultra-popular movie about rocks or machines.
So, it makes you wonder why almost all software marketing ignores the PEOPLE and goes straight to talking about benefits.
The context is missing. Or, as I like to call it the “WHO.”
Those landing pages and white papers that tout benefits like “Save time” are falling far short of what is really necessary to get huge jump in conversion and increase software sales.
Well, let me ask you this question: What does it mean to “save time” to a CEO?
Is that a different meaning for a mother of five?
What does “save time” actually mean to a shop foreman?
Your software might be able to save time for each of them, but you can’t hammer home the REAL benefit, the REAL meaning of that saved time because you have a general context which means there is no meaning possible other than “save time.” Any attempt to develop the real benefits (or the AGITATION of not having enough time) suddenly collides because once you get specific it becomes UNTRUE for the other personas.
The way around this is to focus on each of the personas individually and have specific content for each which explicitly develops the agitation/needs and resultant benefits FROM THEIR VIEWPOINT.
They are interested in the PERSONAL aspect.
Once you focus on the WHO you are then able to really develop the concept and have meaningful case studies, demonstrations and testimonials. The same interest of others that makes REALITY TV so interesting and addictive can then be leveraged for your software.
Here’s another aspect: You can use that same principle to capture the interest of ALL of your target “whos” by letting people see into your company, into the activities of your employees and offices as a mini reality tv show.
This doesn’t have to be super-high quality. Over 50% are going to watch the videos on a 4-5 inch screen. Nor, do they have to be long and involved.