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November 25,
2009
To Sell
the New, Link to the Old
Mary Tripsas, associate professor in the entrepreneurial school
of management at the Harvard Business School noted that when
early automobiles were first introduced, people were very
confused as to what to make of them or call them. And why
wouldn’t they be? They had no frame of reference for
understanding them. A clunky vehicle with wheels? Not exactly
catchy. A car? No connection to anything they knew at that
point. Eventually the term “horseless carriage” was coined to
help them grasp what these new contraptions were. That worked
because everyone knew what a horse and carriage was and could
therefore make the leap to a “horseless carriage.”
Technology may have changed since the late 19th century, but how
we, as humans, mentally process information hasn’t. We still
have an instinctive need to sort and classify things in our
minds to make sense of them. This is true not only in business,
but in social situations as well. When you go to a cocktail
party and you meet someone new, don’t you very quickly ask a
variation of “What do you do?” or “Where are you from?” You need
that information to peg people in your mind so that you can have
a more meaningful conversation.
For Your
Business
Bill Herp, founder of Linear Air, a locally based airline in
Boston, provides custom-scheduled flights that let people avoid
the nuisances of commercial travel for less than a larger
business jet or charter would cost. It isn’t exactly an air taxi
or an on-demand charter, so how to explain it to potential
customers? He tried many different ways until he hit upon the
one metaphor that worked: Herp describes Linear Air as “Boston
Coach with wings” Local customers, familiar with the popular
Boston Coach bus franchise, instantly understand the service and
its value proposition.
Launching a product, service or website? Make it easy for people
to get excited about your launch. Help them easily categorize it
in their minds and associate it with quality and positive
feelings.
Have a very Happy Thanksgiving.
See you next month. Remember to Make What You Say, Pay—with
metaphors.
Anne Miller, "Metaphorian"
Mary Tripsas, “It’s
Brand New, but Make It Sound Familiar,” NYTimes
10/4/0
Glad to Help...
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skills have made public speaking a strong personal asset.....and
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satisfaction”
Gary Lineberry, Senior Financial Executive, Horton International
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