Optimizing a purchase demands more time, energy, and attention than anyone can spare for 99% of purchases. Instead, people simply want their needs filled and hoped-for benefits granted at a reasonably fair price. “Satisficing.”
Creativity worshippers tend to feel that while nothing works for sure, anything might work, so long as it’s rilly, rilly creative and the lightning strikes in their favor.
In another post, I lauded Paul Harvey’s “So God made a farmer” speech for its message. Mining it for rhetorical ore in this post feels a little sacrilegious…almost like making an ad out of it. Wait. I didn’t mean that.
You’ve seen this commercial before. A hand reaches for a Corona from behind an umbrella, a logo appears, and it all fades to black. If you can show me a version of me in the future, you’ve tapped into something powerful.
I’m joined by Orlando Wood, Chief Innovation Officer at System 1 Group in London. His book Lemon and subsequent short film Achtung! outline how we’ve lost customer’s attention over the years, and how to get it back.
Given the disproportionate amounts of revenue and profit generated by Relational buyers, you might even expect an over-abundance of messaging aimed at Relationals. But that’s not what you find.
Customers need to like you before they need you. And “like” is mostly invisible. The reasons we do the things we do sit deep in the limbic part of our brains. It’s waaayyy down there. One of the first parts of the brain to form.
Think about the amount of times you chose a service provider — insurance salesman, realtor, lawyer, massage therapist, auto mechanic, plumber — based on the merest puff of a connection.
You have to: 1: Not sound like everybody else 2: Get into somebody’s imagination and mess around.
These taxes include, but are not limited to: A higher cost per lead. A disloyal and price-sensitive customer. Inconsistent lead flow. Limited and unstable growth.
Yes. 2021 will be a once-in-a-lifetime opportunity to blow the doors off with rapid growth. Here’s why.
There’s a reason Advertising Age named “A Diamond Is Forever” the best advertising campaign of the 20th century!
The problem with most advertising is each of the messages is trying to get you to make a decision at that very moment. It’s the short game. The ‘Give A Man A Fish’ approach, if you will. But, the man only eats for a day.
Sharply define the edges between you and the alternatives. Not only with content, but with style as well. If everyone else is doing a “yell and sell,” talk intimately with the audience.
People believe in social proof and social signaling, making price an almost-fail-safe guide to quality. So if your price is out of line with your claims, people distrust the claims.