- by Rory Ramsden
If you can use this form of proof in your product marketing strategy, you can compete toe-to-toe within any competitor in your market. It’s that powerful…
What it is: It comes from the best selling business book “Made To Stick.”
Here’s a quote from page 151 …
“In Frank Sinatra’s classic “New York, New York,” he sings about starting a new life in New York City, and the chorus declares, “If I can make it there, I can make it anywhere.” This is what is called the “Sinatra Test’ – an idea when one example, alone, is enough to establish credibility in a given domain. For instance, if you’ve got the security contract for Fort Knox, you’re in the running for any security contract (even if you have no other clients). If you catered a White House function, you can compete for any catering contract. It’s the Sinatra Test: “if you can make it there, you can make it anywhere.”
Why it’s Powerful: Used in your product marketing strategy, it has a similar effect as The Powerful Demonstration. The idea here is that your product has been driven to the extreme and subjected to the sort of ‘wear-and-tear’ that is far beyond what it would get in normal use.
So your prospects and customers are convinced that …
‘If it can take that sort of beating and come out on top then it must be good enough for me’
Example: Well take a look at this post – An elephant ate a Tilley hat three times and it was still good enough to wear ! …presumably the owner did wash it a few times before putting it on again 🙂
The fact is that the hat endured what no hat endured before and is unlikely to ever again and survived with flying colors so, on that basis, you could be confident that it would give you a lifetime’s good and faithful service… Would that make you more or less likely to buy?
The answer is a no brainer… You would buy one, of course
Notice in passing that, my original post was about how to use social proof in your product marketing strategy and now I am using the same example as an example of the ‘Sinatra Test’. Integrating 2 mental triggers like this super-charges your launch strategy and layers one proof element on top of another helping to demonstrate that your product is 2nd-to-none.
- Which is More Powerful: Social Proof or Social Pioneering?
- The Powerful Demonstration
- Proof Series #2: Results in Advance
- The Proof Series #4: Marquee Clients
- The Proof Series #5: Track Record