It’s a question everybody in business has to answer: What are you really selling?

This is one of those questions that isn’t easily answered. For example, I have a client that provides entertainers for corporate functions, private parties and wedding receptions. There are many different ways to describe their product…

• Singing Waiters
• Wedding reception entertainment
• Corporate entertainment
• Incognito artists
• Operatic entertainment
• Professional dancers

None of these terms adequately describe the awesome experience you get when they appear at your event. How on earth can a company like this adequately describe its product to somebody who happens to visit their website?

The key is to get at the heart of the emotional experience enjoyed by the people they’re performing to. In this case, the entertainers arrive at the event incognito. The performers are present during the course of the evening, disguised as waiters, security staff and so on.

At some point during the evening one of the performers will make him or herself known in a surprising way. For example, a waiter may grab the mike and claim that his mates have bet £100 that he isn’t brave enough to start singing in front of them. He will then proceed to sing very badly indeed.

Another performer taking the guise of the waiter’s boss will storm onto the stage and send the errant waiter off for punishment. He then proceeds to sing extremely well, immediately wowing the audience. Then the ‘bad’ singer returns and joins in, demonstrating his true talent. Everyone is laughing as they realise they’ve been had, and they’re now listening to a brilliant performance. But it doesn’t end there…

These entertainers are experts at involving the audience, and bringing them right into the performance. Their job is to get everyone up onto the dance-floor. I’ve watched them get every single person in the room out of their seats and dancing in less than a minute. It’s amazing to watch, and was the key to understanding what these guys offer their clients. I could see it on the faces of every guest in the room.

What Incognito Artists bring to an event is a guarantee that a client’s guests will experience the best party they’ve ever been to. What Incognito Artists do is get the party started. And make sure everybody wants to join in the fun.

This might seem obvious to a professional marketer, but it wasn’t to the company. They’re all performers, and from their perspective what they offer is a very special professional performance. This can be seen by examining their collection of videos. Every single frame is aimed at a singer or dancer, and you virtually never see the audience.

Yet the customer is going to be in the audience, and the best testimonial this company could possibly provide is the look on the faces of the people in the audiences at previous performances.

That’s one way to communicate an emotional experience without saying a word!