The Wall Street Journal published an article touting the growth of golf on play-by-play on radio. “So what” you say? Well, hear me out – there’s a lesson for us.
It’s true that golf on radio is growing – but that wasn’t what struck me as the most interesting point of the article. The article touted how popular golf is on TV and I admit I’m a huge fan. I’ve always told people that I like to watch TV golf because it’s relaxing and frankly, being from New England, the weather is always better there than out my window.
That’s why I think I like TV golf. But I know now that’s not the reason.
The writer of the article (John Paul Newport) said this about golf on TV, “Television discovered that watching the little ball sail through the air for several long seconds, to land who-knows-where, was inherently suspenseful.”
So that’s why I watch it. It is inherently suspenseful. And sure I like the physics and geometry of it all; playing angles and surfaces and the wind which by the way, adds to the suspense of where that little white ball is going to land.
And I got to thinking about those fleeting moments every day that are inherently suspenseful for us; getting the mail ( what’s there?), getting an email ( what is this about?) , a comment, a poke, an update or a post ( I wonder what this is?). And what about the scratch cards, the monopoly tickets, even the daily specials – we are suckers for this stuff. We love small things that are inherently suspenseful.
Add up a bunch of those inherently suspenseful moments and maybe you get to be like golf on TV with some eyes watching you. How good would that be for business?
Each Apple IOS release is inherently suspenseful ( what new features and benefits to me are there?). Each TED series talk is inherently suspenseful (where will this go?). These days even the smaller businesses are getting in the suspense game; will the pizza place write out a joke inside the box cover? Trade shows are inherently suspenseful ( what will be in the booth? What’s new?) and of course social media tools done right deliver suspense ( FourSquare, Facebook and YouTube).
Inherently suspenseful is attractive. There’s surely a ton of great ways people are doing it today you can discover, but keep your head down and that left arm straight and look for those moments in your personal interactions with clients or in your business’s interactions and string some fleeting moments of suspense together.
Till next time,
Grow The Business.