| After returning home form a speaking | | | | of production. He incorporated his new songs into |
| engagement in New York, I wanted to relax a | | | | his act but delivered them in a different manner. |
| little and flipped channels on the TV until I came | | | | He gave them something to see while they |
| to a movie called "Beyond the Sea." My intention | | | | listened. The changes in Darin's act changed the |
| was to just watch and enjoy the movie and just | | | | perspective and the acceptance of the audience. |
| release all the tensions of work and travel. It was | | | | He became popular again but in a certain niche |
| time to veg-out and not think. Then - boom - it | | | | delivered in a different method. |
| happened. A line from the movie hit me like a | | | | What exactly was the "aha" moment or |
| thunder bolt: "People hear what they see." | | | | "writer-downer" thought that hit me when I |
| "Beyond the Sea" is a movie about the life of | | | | watched this movie? Two things. First of all, think |
| Bobby Darin. Darin was a singer and actor from | | | | about the line "People hear what they see." How |
| the 50s and 60s. Darin was part of the so-called | | | | do your customers see you and how does that |
| crooner-style singers such as Tony Bennett or | | | | influence what they hear from you? How are the |
| Frank Sinatra. He had a very successful career | | | | first impressions of you and your dealership |
| that included many hit songs, two Grammy | | | | influencing your customer's trust in you, belief in |
| Awards and a nomination for an Oscar Award for | | | | you and the establishment of a buying relationship |
| one of his movie performances. | | | | with you? Visual impact can be huge in delivering |
| Even with his success, Darin, like many of the | | | | your desired message. |
| crooner-style singers of that era, became | | | | Second, how are you delivering your desired |
| obsolete overnight. The British invasion and the | | | | message in your dealership and your marketing |
| Beatles came to America and rock music and folk | | | | advertising? Are you delivering a message that is |
| music swept the culture. The Vietnam War was in | | | | not matching your market anymore? Is your |
| full swing and the protest movement, along with | | | | message worn out? Is the delivery mechanism or |
| "Peace, Love and Drugs," was the common | | | | media choice for your message successful? |
| theme. Music was being played in large concert | | | | Careers, businesses and everything and |
| halls and not the nightclubs that had made Darin | | | | everybody face constant change. The question is |
| popular. He was suddenly old news at a young | | | | what are you doing to understand that change |
| age. | | | | and adapt to it? Traditional advertising is dead. |
| In a scene from the movie, Darin discussed his | | | | Traditional sales techniques are outdated. Are you |
| frustration with his career with his wife, movie | | | | making the necessary changes, or are you waiting |
| star Sandra Dee. Then, Sandra Dee delivered the | | | | for the market to change back to the old times? |
| line that woke me from being drowsy: "People | | | | TLC - Think like a Customer. Listen to and |
| see what they hear." | | | | observe your customers and marketplace. Read |
| Darin had been trying to suddenly play war | | | | as many various types of magazines as you can. |
| protest songs while playing the guitar to | | | | Go the mall, sit down and just watch people and |
| now-younger audiences in traditional clubs like the | | | | their shopping habits. Dinosaurs do things the way |
| Copacabana. Although still young, Darin was playing | | | | they have always done them. One day, they wind |
| to younger audiences that distrusted anyone | | | | up extinct. |
| older, and because he was rapidly balding, he | | | | Go over the 3 M's of your sales and marketing |
| appeared that much more out of date to the | | | | with a fine tooth comb - Message, Marketplace |
| audience. He had changed his song delivery to | | | | and Media. Don't hold any existing knowledge or |
| sitting on a stool while singing intense war protest | | | | so-called truths to be universally true. Adapt, niche |
| and political songs. His message, which | | | | and be bold in doing so. Look and listen intently for |
| mirror-imaged the message of many popular | | | | keys to success everywhere. You never know |
| singers of the times, was falling on deaf ears. | | | | when a lightening bolt will hit you and someone will |
| Because of the observation of his wife, Darin | | | | say something such as, "People hear what they |
| switched gears and moved his act to Las Vegas. | | | | see. |
| Vegas audiences were used to big shows and lots | | | | |