Mal Gordon – How to Sell on the Web

An ingenious way for the Axe (a.k.a. Lynx) brand to be the first thought popping into the head of its target audience each morning.

ordinary house
ordinary house
this
ordinary house

How many houses of the hundreds that I drove past that day do you think I will recall in such vivid detail?

Cowardly, safe creative that lacks cut-through is wallpaper and not memorable. Brave work that demands attention will always win the day.

Sometimes, I like to have fun with telemarketers.

HIM (english accent): Hello, i’m blah blah calling from something XXXX Group (company of well known Australian direct marketer) or suchlike I think…I don’t want to sell you anything.

ME: Really, so what is this, a social call? Calling to see how my grandmother is or what I made for dinner? How nice..

HIM: Err, uhhh….actually sir, we’re calling to offer you the chance to help use the tax you pay to create investment opportunities instead, it’s all sanctioned by the government of course.

ME: Government, which government?

HIM: Ummm, errr, the Australian one I believe.

ME (starting to enjoy myself): okay, tell me more

HIM: Yes, well first I ask you some questions to see if you qualify.

ME: Qualify for what.

HIM: For the ummm, ahhh, errr access to the investments we have to offer.

ME: Where are you calling from?

HIM: New Zealand

ME: Are you a backpacker?

HIM: Yes

ME: Soooo, is this what Mr fabulous direct marketer (well known in Australia) is up to nowadays, flogging off the plan properties for developers under the pretence of wealth creation.

HIM: Ummm, errr, i’m not sure what you’re talking about.

ME: Using New Zealand call centres. He always was an innovator!

HIM: Do you know him?

ME: Don’t tell me, I bet you go around telling everyone that property doubles every seven to ten years like clockwork, right? So, let’s cut to the chase, you’re an english backpacker in a New Zealand call centre trying to book meetings with stooges…I mean, investors

HIM: Umm, ahhh, well actually, we just get a ‘financial advisor’ to come out to you and run you through the process.

ME: You mean, he’s going to show me how to use negative gearing, tax variations etc coupled with carefully selected properties that your expert team has chosen that are guaranteed to double within 7 to 10 years, right?

HIM: Ummm, ahhh, we just arrange investments so that you can take care of your superannuation for you know, retirement and stuff like that.

ME: And don’t tell me, your ‘financial advisor’ and I use the term in the loosest sense of the term because both you and I know that said company is not operating under an Australian Financial Services Provider License and therefore should not be providing advice in any way shape or form can also arrange the finance and property management, etc…

HIM: Ummm, errrrr, it sounds like you don’t need our services.

ME: Yes, yes indeed, perhaps it would be a good idea that you remove me from your database.

HIM: Errrr, yep, sorry to disturb you, have a good evening

Theoretically, we are all rational and logical beings. If we can purchase something for a dollar, there would be no logical reason to pay six for it. I’ve developed a fondness for a particular brand of mineral water lately. Instead of buying in bulk and purchasing in the value size 1.25 litre

I prefer to go all out and grab the six pack of smaller glass bottles instead and gladly pay SIX TIMES more for the priviledge.

So why do I do it?

Because drinking San Pellegrino is so much more enjoyable from a tiny glass bottle that fits snugly in your hand, it’s a superior experience. All we ever look to purchase are great experiences, create something special and you’ll have a ready made audience that will gladly pay more.

Like a sound board but kinda not…