For The Conversion Scientist, it is very simple: Create a hook and use it everywhere.

Speaking engagements, your website, your social media profiles, webinars, podcasts, the movies, grocery shopping.

Well, maybe not everywhere.
Speaking in lab coat

Brian Massey devised an inventive way to exaggerate the serious nature of his business without compromising its integrity. With science on the brain, naturally, he put on a lab coat.“Every headshot I have includes the guy coat,” says Brian.

“Every business needs a mental ‘hook’ that prospects can hang mental impressions on. I like to joke that my audiences will forget what I teach, but they never forget the lab coat.”

Brian Massey
Brian also likes to hand out lab coats to his customers, making them “Honorary Conversion Scientists”. This unique gift turns clients into walking billboards for Conversion Sciences.

The Conversion Scientist doesn’t stop at just the lab coat. His website, blog site, office, and social media pages are adorned with a science related theme: beakers, bunson burners, and yes, a custom created Periodic Table of Elements for Online Marketing.

The periodic table of marketing elements.

The periodic table of marketing elements.

In fact, the inventive and humorous folks at Grasshopper penned an entire article on the importance and effectiveness of integrating humor into your marketing and branding strategies.

Visual Marketing is the discipline of studying the relationship between an object, the context it is placed in, and its relevant image. A great brand is more than a tagline or a popping logo. It’s the purpose behind your business and how your potential clients perceive that purpose. It’s the story that makes you great. Hence the reason the lab coat works.

Lab coat + Conversion Science = The Conversion Scientist

Visual gimmick and imagery is an important part of the marketing world. Remember to throw this into your branding toolkit.

To read Grasshopper’s article in its entirety, visit 4Ways to Infuse Your Marketing with Hahas, LOLs, and ROFLs.

BTW, get your very own lab coat through our Buyschtuff store today.

Brian Massey

 

 

 


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5 replies
  1. Bill Freedman
    Bill Freedman says:

    I wholeheartedly agree with encouraging your readers to:
    – Be authentic
    – Be memorable
    – Stand out
    I have a semantic quibble, however, with the word “gimmick.” Gimmicks usually are tricks or ploys or some sort of attention grabbing nonsense. “No money down” offers and ROI studies promising 400% returns are gimmicks.
    Your lab coat is part of your brand, your voice, your reality. It is clearly what you practice and write in your blog. I’m puzzled why you want to call it a gimmick.
    Tricks don’t build brands. On the contrary they erode trust. As marketers, our value is helping brands promote their unique value rather that advancing the dark art of deception. Data is a strong part of promoting brands today, which is why I value your writings.
    My 2009 blog post on this subject, “Say NO to Marketing Gimmicks” is still valid and worth reading at http://www.showcasemarketing.com/ideablog/2009/04/why-i-dislike-marketing-gimmicks/

    Reply
    • Brian Massey
      Brian Massey says:

      You know, Bill, you make a very valid point. Gimmicks aren’t what we are after. We want long-term memory aids. Our goal isn’t truck the reader, but to help them out. Visual cues don’t aid persuasion as much as improve recall.
      Thanks fir the comment.

      Reply
  2. Bill Freedman
    Bill Freedman says:

    I wholeheartedly agree with encouraging your readers to:
    – Be authentic
    – Be memorable
    – Stand out
    I have a semantic quibble, however, with the word “gimmick.” Gimmicks usually are tricks or ploys or some sort of attention grabbing nonsense. “No money down” offers and ROI studies promising 400% returns are gimmicks.
    Your lab coat is part of your brand, your voice, your reality. It is clearly what you practice and write in your blog. I’m puzzled why you want to call it a gimmick.
    Tricks don’t build brands. On the contrary they erode trust. As marketers, our value is helping brands promote their unique value rather that advancing the dark art of deception. Data is a strong part of promoting brands today, which is why I value your writings.
    My 2009 blog post on this subject, “Say NO to Marketing Gimmicks” is still valid and worth reading at http://www.showcasemarketing.com/ideablog/2009/04/why-i-dislike-marketing-gimmicks/

    Reply
    • Brian Massey
      Brian Massey says:

      You know, Bill, you make a very valid point. Gimmicks aren’t what we are after. We want long-term memory aids. Our goal isn’t truck the reader, but to help them out. Visual cues don’t aid persuasion as much as improve recall.
      Thanks fir the comment.

      Reply

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  1. […] brand experiences are hung. Conversion Sciences has benefited from its brand symbol — the lab coat — and we work diligently to hang positive brand experiences on this symbol when we write, […]

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