So I’ve been receiving a huge amount of emails from people asking me what the fuck to do in order to apply to this year’s Leo Academy. For those of you that don’t know yet, the brief is to create a campaign for an Observatory where you can buy stars from, whatever you feel like doing with them. Sort of like selling land on the moon except you’ll never get into an argument with anyone about living on it. Anyway!
The questions were many (around 20 total) and I can’t really answer to all of them, I can try answering to every mail but it would take me ages and I don’t think it would be fair to anyone that I just copy paste the same answers as the questions are different. And I don’t want to feel like some gay technical support. So, getting to the point, a few guidelines about this project would be to always ask yourselves WHY and HOW. First of all! Then, these few things …
- Ask yourself where you are now. Then why you find yourself there, where you could be, how you can get there and then just check from time to time
- Don’t get into useless details. Don’t ask yourself if there’s anyone else selling stars because they’re not. EOD! You have no competitors nor do you have a market.
- Think about your target a lot. Who is he, why would your stars be important to him, from where do his beliefs come from and what would make him buy (his decision making process)
- Think of what you could do with advertising : make him come ask for more, relate to his needs and wants, recall previous satisfactions („That reminds me of when … ” ), modify attitudes („Oh really!”) or reinforce them („I knew I was right!”)
- Don’t change just for the sake of it, keep it simple