You want buzz or buyers’ excitement that is sustainable?
Kathy Sierra (programming instructor and game developer) states on Twitter:
Buzz: getting users/potential users excited about YOU.
Sustainable: getting them excited about THEMSELVES (what your product/svc enables)
The trailer is better than the film: generating the desire
The trailer is better than the actual film (Funnelholic).
They spoil you with the spoilers of the movie, just in order to get you talking. In order to generate the desire to go and watch the movie.
The movie marketing has become more important than the movie production itself, as they need to convince you to buy a ticket to get into the theatre.
Goal is to get viral
This is what we all experience all too often:
A lot of buzz is created in the newspapers and magazines, on the Internet or during small talk amongst friends.
This is a great viral campaign as it spreads and grows without additional input or costs from you.
When the service launches or becomes available, everybody is thrilled to experience it.
However quickly the interest drops, as the service or product might be OK or the offering is good enough, but it doesn’t get the users excited about themselves. They have to be taking part themselves in the success.
Like the iPhone 3G: from buzz to deception
The iPhone 3G promised a lot and generated excitement when announced, but didn’t deliver or failed on many features. It even generated user anger and class-action lawsuits.
The buzz due to the dream
It is like children staring at toys and dreaming about what they could do with these toys or the respect they could get form others by owning these toys.
Then when they finally get them as present, they initially are enthusiastic, but then find out nobody else cares about these toys.
Soon the interest drops.
People buy cars, in many occasions not just to drive from A to B, but to express something bout themselves, make them interesting.
If the car doesn’t make them important, the excitement disappears.
If the great car is succeeded by another model or make, the interest is gone from his social group.
Car makers sell more than just the car. They almost sell you a different life (style).
Beyond lead generation
If your lead generation gets a lot of buzz and generates high expectations, if you cannot deliver of fulfill these high expectations, the success will not be sustainable.
The best is having a product or service that enhances the capabilities of the buyer or user.
Your solutions have to leverage or extend the capabilities of the user to such a point he becomes excited about himself. About what he is achieving thanks to your product or solution.
Then the excitement will spread to others too as they see the benefit or the increase in status of the buyer.
Status, capabilities or achievements
Every product or service needs to increase the owners’ status, capabilities or achievements.
This is what people want to get from products and services.
The actual features or benefits are somewhat less important.
One hit wonder or sustainable?
Is your product or solution a buzz generator or does it generate excitement about themselves?
This makes a big difference in the long run.
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