“The only way to please people who expect it all is to give them what they don’t expect. When they least expect it.” That is…Surprise them.
This is the premise of Andy Nulman’s latest book, POW! Right Between The Eyes! Profiting From The Power Of Surprise Marketing.
Surprise delivers what, Andy calls: The Pow! Moment. When your heart skips a beat, you’re overcome with that special little tingle… and you can’t wait to see what happens next.
He formalizes a definition of Surprise as: the constant expansion of the boundaries of delightful extremes.
Sign me up! I want my customers to feel this way.
How To Create Surprise!
There are four principles Andy identifies that “permeate just about every action that causes a delight-filled reaction.” They are…
- Everyone’s a Kid in Disneyland – Deep down grown ups are at their best, at their most genuine, when being kids.
- Balls Beat Brains; Balls Beat Budgets – Oversize your risk-taking. Follow your heart. Embrace chaos.
- Little Things Mean a Lot – Sweat the small stuff.
- Sometimes, There Is No Reason – Suppress the need to ask “Why?” Instead, embrace the freedom of doing things “Because.”
No, Really. How Do You Do It?
No, the four principles don’t give you the recipe for surprise, that’s why Andy goes on to provide eight techniques to create surprise.
- Wear Virgin Contact Lenses – Open your eyes for the first time. Take a “fresh eyes” approach.
- Shock and Ahh… – Mix speed and strength. Like a bee sting, get in and out before they know you’re there.
- Words Are Important – Emote! Use words with flair.
- Rally Against Stereotypes – Rebel against your inner stereotype. Break them, reverse, and exploit them.
- Look In The Rear View Mirror – Doing things backwards you may stumble upon the idea that can drive the future.
- Time-Bombing – Plant today for tomorrow’s explosions of Pow!
- Business Stupidity – Seemingly stupid acts may lead to very smart results.
- A Piece Of The Puzzle – Never mind the forest, concentrate on the trees.
- Taking Things Out Of Context – Displace people and things from their normal settings to out-of-context shock
This is to whet your appetite. I could go into more detail, but then I’d ruin the surprise!
I know what you’re thinking… Surprise sounds obnoxious? Don’t fret… Andy explains, Yes… you want to get in your customers face, but not on their nerves.
Andy also recognizes he’s not offering the marketing magic bullet. However, if one of your business strategies includes “getting attention” his book is a must read. POW! is absolutely worth checking out.
Try Before You Buy
Not sold yet? Check out what Andy has to say on his virtual book tour. He spent this week speaking with five different bloggers about his book. (I’m was one of them).
Here’s the tour route…
- Catch Your Limit Blog
- Brand As Business Bites
- The Simplest Thing That Works
- Idea Sandbox
- Get Fresh Minds
“Surprise is like hamburger helper for life. It takes what you’ve come to know and love, tosses in a bit of spice, and renders it something new, fresh and word-worthy.” – Nulman
Adding the element of surprise to marketing materials is a great way to break through the clutter. Super insights Paul, thanks!
I’d add two other thoughts: 1) Know your audience and map the “wow” factor to their sensibilities. Some audiences will appreciate the surprise element more than others. 2) Apply surprises to almost any materials that will help brand you, your product or your company: emails, voice mails, presentations, your elevator pitch, even your initial conversations. If it’s surprising, it’s memorable!
You’re right on the money, Loraine.
Thank you for the discussion!
I like the idea of surprise and marketing. It is what gets people talking and promoting your product which essentially sells. Remember this Diet Coke commercial that has the stereotypical roles reversed… women ogling over a sexy man. Element of surprise, it had people talking.
http://www.youtube.com/watch?v=TdrE1VMxzoE
Great post and keep the fresh ideas coming!
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