The latest Star Wars film is coming out next week, and excitement is in the air with the buzz created by fans, both online and offline. Like all big franchises, the Star Wars brand name is one that’s inspired and influenced many. But before it got to where it is today, Star Wars’ brand was a new name in the market, and its niche, space opera, wasn’t as popular yet in films.
Star Wars’ reputation for being one of the films that popularized the space opera genre can be attributed to several factors. Among these is its strategic use of film elements to bring the Star Wars universe to life. It also tapped into the social trends of its time, and took a compelling approach to a story set in space. Compared to its competitors, Star Wars was a novelty that drew from and capitalized on its audience’s interests.
Get some inspiration from the movie franchise and expand your own niche. Knowing what you’re good at is the first step to building your brand. Working with your strengths gives you a direction on what approach to take in the market. Like Star Wars’ masterful use of the medium, you also have to find something that you can use as a leverage over existing brands.
Innovation and uniqueness are two things that catch people’s attention. Brainstorm creative ideas that both reflects what you stand for and piques prospects’ interests. Observing your market and keeping track of people’s preferences can be effective in your brand positioning and getting more people to subscribe to your niche. Remember, focusing on your customers’ needs is the way to good business.
For more ideas on how you can follow Star Wars’ example and become a well-known brand name, read through our infographic on the film franchise’s brand conquest:
A sales pitch is never easy. It’s not just about throwing random information and hoping it’ll stick with your audience. Your job is to convince customers and clients that yours is the best solution to their problem. If you don’t have the right ingredients, you’re sure to lose their attention.
In order to seal the deal, your sales pitch needs to be creative, informative and visual. Your delivery also needs to be convincing, with equal parts charming and persuasive. Who better to learn from than Don Draper, TV’s most enigmatic ad man?
We reviewed past episodes of ‘Mad Men’ and identified some of Don Draper’s best pitches. Take a closer look to learn what your sales pitch is missing:
Appeal to emotions and be creative
Perhaps the most memorable of Don Draper’s pitches is the ad campaign for Kodak’s “wheel” projector. While others pushed for a campaign with a more futuristic tilt, Don decides to pander to emotions and nostalgia instead. He proposes that the projector is not a “spaceship” but a “time machine”, taking consumers back to their favorite memories. To prove his point, he uses the projector to show the Kodak execs pictures of his own family.
Don shows the room pictures of his family using the client’s new projector. Watch how his sales pitch plays out here.
People love a good story, especially one that tugs at the heartstrings. While data and statistics are important to a sales pitch, don’t forget to add an element of humanity. We all love seeing stories that we can relate to. Don dubs the new projector as the “Carousel”, making a then-technologically advanced product closer to home. Similarly, you should frame your sales pitch in a way that’s both creative and relatable.
In another example from the show’s fifth season, Don is struggling to come up with a campaign for Heinz Beans. How can something so ordinary be turned into an innovative ad campaign? Don’s wife Megan comes up with the slogan, “Some things never change.” With that idea, Don informs the firm to create a campaign that is anchored on human emotion.
It doesn’t matter what you’re trying to sell. The best way to ensure your sales pitch succeeds is by giving your prospects something they can both relate to and enjoy.
Listen to your audience and be proactive
In the first episode of the series, we see Don struggling to come up with an idea to present to the execs of Lucky Strike. During the meeting, the ad team offers up suggestions but the clients remain dissatisfied. Don saves the meeting and proceeds to give a remarkable sales pitch because he was proactive.
Don comes up with the slogan, “It’s Toasted”. Watch the entire scene here.
Instead of being defeated by the negative feedback, Don uses it to gain leverage for his pitch. He reaches out to the execs and uses what he learned to come up with a slogan. During your own sales pitch, be mindful about preventing the conversation from becoming one sided. Listen to the feedback your prospects are giving you and allow a dialogue to take place.
A similar instance happens in episodes 6 of the first season. The cosmetics company Belle Jolie seeks the help of Sterling and Cooper to come up with an ad campaign for their lipsticks. Don makes his pitch and is immediately turned down. The slogan, “Mark Your Man,” doesn’t exactly capture what the client originally wanted. Instead of scrapping his idea, Don is confident that his vision is perfect for Belle Jolie.
Don and the ad team pitch their campaign to the clients. Watch the clip here.
He acknowledges the client’s feedback and proceeds to explain why his slogan perfectly encapsulates what they’re aiming for. Taking feedback is an opportunity to understand exactly what your prospects need. Use it to address the age-old question, “How can you help me?”
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You don’t have to be Don Draper to pull off a winning sales pitch. Following these simple steps will bring you closer to your audience. Reel people in with emotional appeal before bringing out the facts, and don’t forget to listen to their feedback so they feel your sincerity.
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