- [Man] What are you getting, did you get one?
- Daniel, - No, no I
- [Man] You got, you convinced Dan to get one?
- [Desmond] No no no, I, I'm, I'm, I'm, this is,
this is, this is a little present, early birthday present.
- Well I appreciate it.
Take a guess what's in this white box here.
This another exciting unbox video.
So it comes with this beautiful white box.
This actually I did not buy this particular pen.
It is a gift from my Executive Director Desmond Soon.
He bought this when we were in the United States,
and he dragged me into a store and asked me what I liked,
and this is what I picked, and he actually,
I didn't know, 'cause I wasn't thinking
of buying a pen, so Desmond if you're watching this
thank you very much.
So let's check this out.
First of all, the box.
Now I don't just want to do an unbox video,
just for the sake of doing an unbox video.
I also want to teach you the lessons and how companies
do their marketing, their packaging,
and how you can apply this in your life,
in your business as well.
So you notice, for a pen it comes in a very big box.
And you notice the blue here now,
when the representatives, when she was selling me this pen
she was talking about this blue, this kind of navy blue,
is exactly the same color as one of Kennedy's suits.
It's the same navy blue.
Very, very well known kind of blue, you notice.
And then of course you have JFK.
So let's check this out.
Now when you open it,
you see it comes with a special edition,
very nice little booklet.
Now you can see a little bit of the history,
talking about the pen, okay, talking about the pen.
John F. Kennedy.
And the history.
It has different languages, notice, so you have English
you have also Japanese, you have Chinese.
Pen again.
Great photos.
You can also see the details of it, right.
You can see, so just itself, now why is this so critical?
In business we also have something like this,
when you are, let's say you're shipping
a physical product to your customers or clients,
now, they could have just given me the pen,
and that's okay, but when they gave me
a, some kind of a booklet, some kind of a menu,
some kind of a,
it could even be as simple as a thank you letter,
it makes the whole thing a little bit more customized,
and this is a marketing technique called pre-framing.
When I read the history about this particular pen
it gives me that it adds the emotions
to the particular product,
'cause the product itself, a pen, has no emotions.
But reading this, also I happen to be
a fan of John F. Kennedy, it's this,
it's not so much the pen, it's the history,
emotions behind the pen.
So, and you can see here the Montblanc logo
which is embossed.
When you're selling high ticket, when you're selling luxury
it's all these little details right, all the details.
Let's check out the pen.
Now look at the texture here, the box itself, right?
You can see, a very beautiful box.
Right here.
You want to see it?
Here we go.
Check that out.
Now you notice, before I show you the pen,
when you are, you notice when you are selling
high end and luxury, a lot of time
it is about the packaging,
it is also having more than necessary.
Sometimes it is luxury, it is about being
a little bit wasteful.
Why do you need that big of a box for a pen this size?
Couldn't they just give me a box this size?
You notice if even you eat at French cuisine
they have very big plate and then
they have a little, tiny little bit of food.
Again it's the whole presentation of it, right.
So, look at this.
Big box, it highlights the product in the middle,
it makes it stand out, right.
And here's the pen itself, you can see.
Montblanc.
Montblanc logo around here.
Again it's the same blue as is this,
as is this, same as the box.
And then you have JFK.
Now, think about it, what's the difference
between this pen, an $800 pen, versus a
$2 pen?
What am I buying?
What are people buying when they buy,
when they spend $800 on a pen versus a $2 on a pen?
Comment below, think about it.
What's the difference?
It has the same functionality, both can write.
Both can write.
So that's not quite what people are buying.
Take a guess, what are actually people,
what are they buying, what emotions are they buying
when they spend this much more money,
not two times more money, not five times more money,
hundreds of times more money, for a thing,
for a product, for an item
that essentially does the same thing.
Comment below.
So, the pen itself, and you can just, right there.
You can see.
And actually it has a lot of weight,
it's quite heavy, like it's very heavy.
So, when you put it on like, in your pocket or here,
I mean it's, it carries a lot of weight.
So, the reason, particularly I love this pen
because when you are, when I'm signing a deal,
when I'm signing a contract, when I'm signing a book,
it carries weight.
It, it creates certain emotions,
when it's an important deal, a multi-million dollar deal
when you're signing with this, versus you sign
with like a fucking $2 pen right, right?
It's stupid.
This.
A simple pen.
Look at the packaging, look at the way
they present this particular product.
It is an experience, so don't sell products and services,
sell an experience.
What experience you want people to, to remember,
what feelings you want them to experience
when they open up your package,
when they open up your product.
How can you apply this in your business,
comment below, think about it.
So, the reason I want to do more unboxing videos,
and I know I see your comments that you want me
to do more unboxing videos, is because,
don't be, don't just look at things on a service level,
look at what they do, look at everythings
from a different angle.
Hmm, I wonder why they do that.
I wonder why they market a certain way,
why they package a certain way,
why they put certain color.
How did they create that experience.
Especially luxury item.
'Cause think about the margin on this pen
compared to this pen.
There's a reason why they can sell it
at this kind of margin.
There's a reason why they can sell it
at dozens and hundreds of multiples.
What can you learn from that, comment below.
If you want to see more unbox videos also let me know.
I mean I get stuff all the time, I buy stuff all the time,
and if you want to learn the lessons behind
some of these brands, and what I do,
or you just want to see the cool shit that I have
comment below and let me know.