Having spent years as a rep in territory sales, I realized that business was all about motivating people to take action. In order to convince someone to buy, I had to tell my story in a way that was both intriguing and relevent to the customer. At times, a little showmanship didn't hurt either. My job involved a combination of business strategy, psychology and performance art.
Whether you're a sales rep on the front line, an entrepreneur, an ad agency executive or a CEO trying to persuade and appease shareholders...successful businesses know how to motivate people to take action. They know how to harness information and present it in a way that tells a good story.
Perhaps the best place to look to learn how to engage and motivate an audience is Hollywood. As director Steven Spielberg once said: "I always think of the audience when directing - because I am the audience." How many times has a movie "moved you" to think, feel, or even act a certain way?
If proven tips and techniques used in the entertainment industry could be applied to the business world, how many more consumers would be motivated to say..."I want one - NOW!"
It's time to look beyond traditional principles used in business. The realms of Art, Science and Technology offer clues as to how companies can better improve their strategies and brand communications. If companies take measures to better understand their audience - what makes them buy, think, act, and react to certain media...then the world will be at their feet.
The company of the future will be a master at engaging and persuading mass and diverse audiences. In his book, Romancing the Brand, David N. Martin tells us that "Great Advertising is a storyteller, a romantic voice, an emotional persuader. It must have style and intrigue as it shines a bright light on the product, its advantages and value point. The brand and its uniqueness must be remembered when the TV set goes dark, or the page is turned. To do this, advertising must combine the thinking of a Claude Hopkins with the staging of a George Lucas. It must persuade in a way that romances and lures the customer unsuspecting into the brand's sticky web."
Hollywood couldn't have said it any better.