For no fewer than years, my buddy Kevin tried to pick up girls by yelling “where’s the party at!?” Lord knows he tried. Whether he was hanging out of a trolley in Ybor City, or hollering at a gaggle of ladies strolling through the Galleria Mall, the dude was persistant. To my knowledge, it may have actually worked once.
The theory, I surmise, was that Kev hoped the females would respond with either a) the actual location of a party (not likely) or b) an admittance that they had no knowledge of a party and ask if we knew of any (even less likely). Truth be told, beyond a comedic element, I could see the appeal. After all, who isn’t always in search of a good time?
As disillusioned as this may sound, I think we are all looking for the next party. Where is the hot new restaurant in town? Which new release is popular on Netflix? And what’s the cool product that everyone is buying? We like to go where others go and do things that present an aura of fun. Good times for everyone!
In trying to draw attention to your product, company, or idea, the hard truth is that being cool can be quite challenging. If you are inauthentic or trying too hard, your potential customers will eventually sniff you out (or only give you business ironically). For this very reason, I have become a big fan of Late Night with Jimmy Fallon. Quite honestly, the guy was borderline terrible on Saturday Night Live, but for the time being, Jimmy has turned his talk show into a party that anyone would love to attend. One minute, he’s wearing a beer helmet and racing Blake Shelton around the set on motorized coolers. Another he and the best house band ever are playing classroom instruments to back Carly Rae Jepson. If they aren’t having a good time, then Jimmy, guests, and crew are all faking it pretty well.
My company sells vehicle maintenance software. For the space, it is an awesome product. But did you get all hot and bothered when I said “vehicle maintenance software?” How about if I use the word “fleet” instead? (Barry White Voice) “Ooooh yeah, baby – you can track all of your important fleet information with Fleetio.” (end Barry White Voice) Chances are, what you are pushing isn’t the sexiest thing ever, but you can be cooler than your competition – genuinely cooler.
People want to be a part of something special, in all facets of life. Even in your little niche, there is an opportunity to build a desirable effect: one that the informed consumer will feel good to be a part of. Whether you are Tom’s shoes – giving your customers the warm fuzzies, or Zappos – with the best return policy in the business. People will flock to your business if you prove yourself different and noteworthy, in a good way.
Next time you walk in the office, maybe you should ask everyone “Where’s the party at?”