Make Marketing History

The views of a marketing deviant.

Monday, August 24, 2009

Marketing Encore.


One of the oddest aspects of live performance is the end of a comedian's set. The end of a theatrical or a musical performance is usually very obvious. Climactic even. The audience shows its appreciation and there may well be an encore or a curtain call.

In comedy, the performer tells a final joke and that's it. You don't really know it's the last joke until they say "thank you and good night". And is there anything more incongruous than a comedy encore? The performers who've thought this through are few and far between, they stand out a mile and they tend to be the best performers anyway.

The way you take your leave of your audience is much under-rated. First impressions are important, but so are last ones. Is your audience's last impression one of resisting unwanted up selling offers, one of indifference as you look for the next prospect or one of unsatisfied needs that leave them in the same position they were when you strove to make that first impression?

Or is it something that cleanly ends the encounter in a way that leaves them eager for an encore?

2 Comments:

Blogger Rob Mortimer said...

I think it was Lee Evans who said "I'd like to finish now with another three hours of stand up comedy..."

12:41 AM, August 25, 2009  
Anonymous david said...

Obsolutely agree

Without an ending, a story is left in midair, it leaves you feeling unfulfilled.

That's why happy-endings when using the story construct are so important, they're often overlooked because everyone assumes the ending is obvious, sales figures climb etc.

The end is as important as the conflict or need at the beginning we all need to concentrate on our story exits

2:43 AM, August 25, 2009  

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