On this featured hot spot Thursday I’m continuing to share my video interviews with Guy Kawasaki at SXSW.
In this one we chat about a section in his book Enchantment entitled “How To Launch.” Which is about getting people ready to hear about your offer, your product or even your new business.
In the book there is an example of a wine stall that sold French and German wine. They found that if they played French music, they sold more French wine, and if they played German music, they sold more German wine.
Guy calls this “Priming The Pump” and it’s also very common in online launches. Pre-releasing content that is relevant to your offer makes people more aware, more intrigued and more receptive to your offer.
In this video, Guy talks about how he Primed The Pump for the release of Enchantment by releasing a Facebook quiz to test the “enchantment” of people.
He explains why he was so surprised by the results, it influenced how he would do future launches.
Enjoy!
The stats Guy shared were great. People so much emphasis on Facebook, which is okay, but there is nothing like having your own site where you have ultimate control.
Hey Marcie – thanks for the comment! I’ll admit, I’ve not started with Facebook yet. I’ve heard it can be very useful but you can’t beat having your own HQ to direct people back to rather than FB. 🙂
Love your Guy Kawasaki interview series Amy! Great stuff and I really loved how he said you were smarter than he was for picking up on how he “Primed the Pump”. You go girl!
Warming up your crowd is a great lesson for all business people to learn though. Thanks to you and Guy for such a great tip.
To your Fabulous Success,
Dawn
Glad you’re enjoying them Dawn – still got a couple more to come. Guy is such a great guy, and was so open with sharing his info. It was a real pleasure getting the time to chat to him. 🙂
Thanks for telling me a bit about yourself. I’m revisiting my first love of writing to. Look forward to getting to know you
Stacey
Hey Amy, that is the second time I have heard the phrase “priming the pump” on my round of reading this morning. In a more juvenile moment, it sounds quite cheeky, please excuse my childishness. I enjoyed your video, and am learning lots of little tips and tricks from your site and checking out your back cataloge of posts. How did you get into copy writing?
Ha ha, that is cheeky… Thanks for leaving your comment and do feel free to dig in to the archives and see what you can find 🙂
In summary, I trained a screenwriter, then moved into working for online businesses running design and development and decided to finally work for myself and revisit my first love of writing. Fortunately, the screenwriting training, and the online business experience made a perfect match to start copywriting full time. 🙂
Robert Cialdini calls it the Power Moment. Striking when the iron is hot. Its way rock bands have an opening act. Same with comedians.
It also means that we have to be in tune with how other are people are feeling…what a drag lol
Another challenge is not to use the warm up content to only emphasise what’s going to be in the product and instead, stir up the disturbance of what problem the audience has. Guy mentions he used the quiz to make people second guess how charming or “enchanting” they are to plant the seed that his book is what they need to fix that problem. Clever stuff. 🙂