Why not extraordinary? That’s exactly my point.
Our daily routines have become the poster child for ordinary. And that’s just how most of us like it.
We don’t want surprises at fast food restaurants or dry cleaners or auto mechanics or movie theaters. We want what’s reliable. What we know works. What’s ordinary. Because extraordinary means uncomfortable, scary, unprecedented and untested.
But what most people don’t think about is that almost everything that is ordinary now, was extraordinary at some point. The iPod, Google, Facebook, the Razr, Flat Screen TVs, eBay, and the SUV are just some current examples.
So as marketers, it seems that the trick is not to come up with something extraordinary, but to take that idea, and cross the gap into ordinary with as little discomfort and hesitation as possible.
Right?
3 Responses and Counting...
Well sure, that is what you ULTIMATELY want to do, but it is meaningless if you dont FIRST nurture the drive towards the new and exciting, which is exactly what feuls early adopters and other essential marketing targets.
Unordinarying a product is a significant step not a crucial one.
The best thing to do is work with whats there and look around at what other people are doing to get ideas on what to do next.
There’s a lot to be said for getting into your customers routine, but even when you do, you want to surprise and delight them whenever possible.
I complain when I go to the deli.. “why do you ask me all these quesitons?”.. but if they way “try our new pastrami”, I may just change my habit and love them forever.
Warren Whitlock
http://BestSellerAuthors.com