At the rate that technology advances, one can look back and see that what sounded like magic then was now today’s science. Clarke’s Third Law rings loud and true in a lot of real life cases. It truly has transformed the way we understand the word ‘magic’ itself. Who knows what other feats we deem magical today could in fact be the product of tomorrow’s technology.
And yet, rarely is this discussed when it comes to using the magical appeal of technology for B2B marketing.
In ancient times, people of great genius and skill were celebrated as sorcerers, druids, wizards and half-gods. When you think ahead of your own time, it’s easy to see how the fruits and the feats wound up appearing like ‘magic’ to the people of that same period.
Given all that uncertainty over what counts as ‘magic,’ there many ways you can use tech’s mystical appeal.
What they do have in common however is not everyone knows the secrets behind your sorcery. If your trade secret is more widespread, then it won’t be long before something gets taken for granted. It means everyone’s caught up with your thinking and the appeal is somewhat lost until you come up with the next innovative idea. It’s a tough cycle and you can’t always come up as fast as you lose the appeal. However, there are ways to preserve it.
Know how the market thinks and think ahead
Another way to paraphrase Clarke’s Third Law is to say that magic is simply science that is yet to be understood. That’s how the geniuses of their age seemed to hold so much power. They knew things the general public either didn’t know or had the resources to learn.
It’s the same thing with marketing. Those who work in tech can still know a little bit more than the man on the street. Armed with that knowledge, they can see just a little more on what’s possible and what isn’t. That’s an obvious advantage when you want to appeal to your prospects with doing something they currently believe is impossible.
Create a cult following
It sounds a little extreme but not so when you look at the likes of Apple. Gathering enough people who are amazed by your technology can turn your popularity into a cult following of its own.
And like real cults, you hold strong influence over the members. That can be useful in situations like when you don’t want your products used in a certain way. Such rules would also be another demonstration of how far ahead you actually are when it comes to innovation.
Control information coming out of your company
When the first iPhone came out, people immediately revered it as a revolutionary device that will benefit mankind and herald a new generation of technology. But you want to know what made it revolutionary? It’s because it was the first of it its kind. Apple was in no hurry to find itself competing with several copycats.
You need to control the kind of information and speculation people have about your business. What you don’t say can only add more to what you’ve already said when it comes to, say, future product launches and updates. This keeps rivals from getting ahead in the innovation game and therefore, adds to the magical appeal of being the one to create something first.
On a final note, one of the challenges of today’s B2B marketing is also information overload. Customers don’t always want everything explained to them. That’s where magical appeal seems strongest. It doesn’t matter how a piece of tech does it, it just does a wonderful job and your audience is eager to use that wonder for themselves.