The Leaning Tower of Pisa leans about 4 degrees. It started to lean back in 1178, shortly after construction started. The soft earth under the foundation has been stabilized now and the leaning has been halted. It is one of the Seven Wonders of the World. If they can stabilize it, why not restore the building to its upright position? They realize if they did that no one would visit Pisa, Italy.
There is a 15th century church in Suurhusen, Germany that leans almost 6 degrees, but no one has ever heard of it. Nor do they visit it. Why is this?
People don’t relate to it like they do the Tower of Pisa. Galileo Galilei conducted a brilliant marketing strategy (disguised as a scientific experiment) using the tower – it cost the owner nothing.
CONTENT IS IMPORTANT
TODAY, whether you are trying to sell a product or service or convince your boss, congressman or mate, sales messages must contain more than hard sell to create impact.
They must connect with the potential customer emotionally and pragmatically. This may be why the tower in Pisa, Italy has become so well known. People are intrigued by its lean. It has personality! The story is important. It is different.
THIS may be WHY your message is not getting across, why your product isn’t competing well. Perhaps your comment or service doesn’t clearly feature the personality that your customers can identify with. They don’t picture themselves using your product or service. Their mind gets cloudy and they forget the name of your product and remember your competitor’s.
POTENTIAL customers have questions. Have you answered them? On your website?
ARE YOUR SERVICES UNIQUE?
The Crookedest Street in The World was never designed to be an international attraction– merrily an impossibly curvy street with landscaped gardens.
It became an important tourist draw for San Francisco, a continual headache for residents who live on it and the best traffic calming device ever invented. (Unintended Consequences.)
Why not make your product or service appear unique like this winding street so customers flock to it!!
Sometimes the best marketing results come from out-of-context ideas applied in new ways or to new markets. (Visualize babies selling investment products.) If an architect designed a highrise in the U.S. to lean 5 degrees, but with level floors and full functionality, would it produce tourist visits? Thousands!