This is priceless

Have you read PyroMarketing by Greg Stielstra? You should. It’s a really interesting book, and it’s a quick read.

If you want to see an example of PyroMarketing at work, I give you Exhibit A: Apple’s iPad.

Check out this video:

Virginia is 99 years old, and has glaucoma. The iPad is her very first computer, and for the first time in years, it has enabled her to read again.

Apple couldn’t have scripted a more effective spot.

Only Apple didn’t have to pay to write it, to cast it, to produce it, or to air it.

The marketing doesn’t start with the commercial for the product.

The marketing starts with the product, which is so different, so remarkable, the people who discover it can’t wait to spread the word.

The truth is, the hardest part of any business is delivering a product or service so extraordinary that people not only notice it, but tell everyone they know about it.

We all want the easier road, the one where we do just enough to fill a need for customers who don’t care all that much about quality or the uniqueness of the experience. And then we want to run some ads about it to drive traffic, even though we know we, ourselves, are resistant to and resentful of advertising, and that a lot of it doesn’t work.

Read PyroMarketing, and watch this video again.

There is a harder, but much better, way.