Turns out, people like surprises. Who’d a thunk it?
Actually, some surprises may anger, disgust, scare or shock people — but that’s a good thing!
And most important for businesses out there: People will pay for surprise.
Andy Nulman is Mr. Surprise. Go read his blog on surprise. But come back, ok? Better yet, stick around here for awhile, but bookmark his blog link in a separate browser window or tab for later enjoyment.
Beyond being a flamboyant, extravagant genius, Mr. Nulman is also an author. His book is Pow! Right Between the Eyes: Profiting from the Power of Surprise
People buy a lot of stuff. But what’s really interesting is the motivation behind their purchases. Why are people willing to put out their hard-earned cash for something? There are a few reasons, but one of the most important and lesser-appreciated reasons is Surprise. It’s clear that surprise in business is misunderstood, misused and under-utilized.
People will give you their money if you surprise them. And I don’t think enough people realize the value, importance and power of surprise.
Andy Nulman easygoing writing style makes this a fast read. He has some great, hilarious and poignant examples of how companies have successfully used surprise to make money. And in some cases, lots and lots of money. In some cases, companies have built nearly their entire business existence on surprise. Implementing surprise strategies isn’t easy. It’s both a science and an art, and Andy gives you the guidebook on how to do it properly. Think of the book as one giant motivational kick in the pants.
I want to leave you with Andy’s four surprise theories. He writes, …”all you have to keep in mind are the four key theories that permeate just about every action that causes a delight-filled reaction:
- Everyone’s a Kid in Disneyland: Andy reminds us that surprise brings out the inner-child in all of us. It doesn’t matter who you are, surprise levels the playing field, opens people up and makes everyone (and everything) more accessible.
- Balls Beat Brains; Balls Beat Budgets: Big marketing dollars and huge budgets don’t guarantee success in the world of surprise. The truth is you need more guts than brains and more guts than money to pull off huge surprise wins. And action beats inaction any day. Action beats endless planning too; sometimes you have to just “go for it”.
- Little Things Mean a Lot: And while you’re at it, remember that big wins come in small packages. Success surprise marketing campaigns don’t have to be massive projects. People will notice and hugely appreciate small surprises.
- Sometimes, There is No Reason: It turns out not everyone does need a reason. In business that may be challenging to accept as we always look for practical step-by-step understanding of what we’re doing and why. But surprise doesn’t have to work that way. Sometimes you have to do something, “just because” and it works like a charm.
After reading Andy’s book I want to find ways to create surprise in everything I do. Not just because it’s fun, frivolous and more interesting to think about than most other business endeavors, but because people pay for surprise. And as a businessperson I like people paying me for stuff.
image courtesy of shuttershock.com
People do like suprises, I agree, but only the good ones. No one likes a bad surprise, so the trick is to figure out how to catch people off guard, in a way that's good to them. So surprises need to be focused and personal, as a result of a little background study into the recipient.
People do like suprises, I agree, but only the good ones. No one likes a bad surprise, so the trick is to figure out how to catch people off guard, in a way that's good to them. So surprises need to be focused and personal, as a result of a little background study into the recipient.
David – I agree that people like GOOD surprises, not BAD ones, but BAD ones have a way of working too, depending on what you're trying to accomplish. Think of shock surprises where the marketer / advertiser is trying to get across a strong message. Sometimes an unpleasant / surprising visual will work vs. something nicer.
David – I agree that people like GOOD surprises, not BAD ones, but BAD ones have a way of working too, depending on what you're trying to accomplish. Think of shock surprises where the marketer / advertiser is trying to get across a strong message. Sometimes an unpleasant / surprising visual will work vs. something nicer.
That's a good point, Ben. Sometimes I need things spelled out for me.
That's a good point, Ben. Sometimes I need things spelled out for me.
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Interesting and well written post,i think it's true.
My women working really hard and I'd like to do something nice for her to let her know how much I love her. We don't have a lot of money so I'm looking for low cost ideas to let my baby know just how much her means to me. What are some surprises that women like?
How to surprise your girlfriend without damaging your wallet?
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My question is….will the surprise still work in a down economy? Don't a lot of these types of marketing not work in when the consumer is watching their dollars more closely? I would think that the discount or price would be the overall motivator for sales in these times. What do you think?
My question is….will the surprise still work in a down economy? Don't a lot of these types of marketing not work in when the consumer is watching their dollars more closely? I would think that the discount or price would be the overall motivator for sales in these times. What do you think?
Price is always a factor; good times or bad – but I think surprise is the kind of element that can put one competitor over another ESPECIALLY in tough times. You can compete endlessly on price but ultimately that's a war very few companies can win. At some point the price gets so low, it's not worth selling your product anymore. Surprise can be a winning element of any product – even one that's higher priced.
Price is always a factor; good times or bad – but I think surprise is the kind of element that can put one competitor over another ESPECIALLY in tough times. You can compete endlessly on price but ultimately that's a war very few companies can win. At some point the price gets so low, it's not worth selling your product anymore. Surprise can be a winning element of any product – even one that's higher priced.
EXcellent interview, great answers, i hope to have a clear vision for the future too
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In my opinion, surprise can be a double-edged sword depending on your industry. I am the owner of a long distance moving company based in Florida that is working very hard to elminate negative associations with the moving industry based on, that's right, surprises. You speak of anger and disgust as a marketing tactic, but I don't see how negative press can help good companies working to distinguish themselves from shady competitors with negative press. Could you please elaborate?
In my opinion, surprise can be a double-edged sword depending on your industry. I am the owner of a long distance moving company (http://www.movingonup.com) based in Florida that is working very hard to elminate negative associations with the moving industry based on, that's right, surprises. You speak of anger and disgust as a marketing tactic, but I don't see how negative press can help good companies working to distinguish themselves from shady competitors through shock factor. Could you please elaborate?
that is true, who doesn't like surprises? provided that it's a good one..
great post!!
Shocking / negative surprise can be an ad campaign that you find gross for example, but people talk about. One example in Andy Nulman's book is for a maker of slushy drinks. They're targeted at teenagers, so the names of the drinks are all disgusting. You and I might find that type of surprise unpleasant, but apparently kids love it.
The types of surprises you're referring to are not done intentionally by moving companies to please customers, they're fraudsters and scam artists cheating customers. That's not the kind of surprising I'm talking about.
I would say – given the frustration many people have with your industry – that there's AMPLE opportunity to surprise in a positive way. What could you do that would make a customer say, “Holy SHIT! No moving company has ever done that for me. You guys are incredible.” Maybe it's just doing the right thing in the time and for the money you say you will, but those are things customers assume are true. What else could you do?
Shocking / negative surprise can be an ad campaign that you find gross for example, but people talk about. One example in Andy Nulman's book is for a maker of slushy drinks. They're targeted at teenagers, so the names of the drinks are all disgusting. You and I might find that type of surprise unpleasant, but apparently kids love it.
The types of surprises you're referring to are not done intentionally by moving companies to please customers, they're fraudsters and scam artists cheating customers. That's not the kind of surprising I'm talking about.
I would say – given the frustration many people have with your industry – that there's AMPLE opportunity to surprise in a positive way. What could you do that would make a customer say, “Holy SHIT! No moving company has ever done that for me. You guys are incredible.” Maybe it's just doing the right thing in the time and for the money you say you will, but those are things customers assume are true. What else could you do?
A guess what people are looking for is experiences more than surprises
A guess what people are looking for is experiences more than surprises
Wow,great post.I like surprises especially if it is a good one.Thanks for sharing with us.
Wow,great post.I like surprises especially if it is a good one.Thanks for sharing with us.
Wow,great post.I like surprises especially if it is a good one.Thanks for sharing with us.