How To Make Boring Businesses Exciting

Wouldn’t it be nice if everyone got as excited about your company as you are? Unfortunately some businesses just aren’t very sexy; in fact, some businesses are downright boring. As a consequence, companies that sell commodity products and routine services tend to rely on presentations that load-up on features, specifications, and statistics that may be relevant to anal-retentive types, but hardly compelling to the vast majority of your audience.There is no reason why every company can’t deliver an exciting image to its audience; one that generates the kind of buzz and excitement usually associated with companies like Apple, Victoria’s Secrët, Benetton, Absolut Vodka, and Sony.

It may seem impossible to produce a whole lot of steam for things like sand paper, accounting services, and facial tissue, but thanks to the Web and it’s extraordinary ability to deliver multimedia content, even the most mundane offerings can get hearts racing and the blogosphere blogging.

Emotional Experiences Connect

Let’s take facial tissue as an example; it is one of the most common, boring everyday products you can imagine. There is just not much you can do to sell this stuff other than telling people yours is softer and cheaper than the other guys, but then the other guy is saying the same thing; the result, consumers buy whatever is on sale. But wait, the clever fellows at Kimberly-Clark instituted a brilliant website campaign for their facial tissue, called “Kleenex – let it out.”
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