It’s all in the head (and it’s not what
you are thinking!) – Part 8
Triggers that helped me crank up my copy
4d) Emote with Envy:
A powerful way to tempt a consumer
into making a purchase is through mind games. Yes, that’s right, psychology. In
fact, if you know a bit of psychology you would know just what to say to each member
of your target audience. As it’s not possible to reach out to each one of them,
we generally lean towards the majority. What do they want? What would they do
if we offered them this at that price etc?
This is a very materialistic
world. Everybody wants to have something yesterday. In fact, before Mrs. X has
it, on the first day of the launch, limited edition... ah, our desires are
endless, aren’t they?
And the marketer loves feeding on
these desires. Tempting a little here, denying a little there. Do you still
crave for it? Yes? Come into the garden, Maud... and I’ll show you more. And
the salesman takes her there. But there are only two. One has been reserved and
the other? It has just been taken. Do I see your face turn green? ... Are you feeling
sick or are you green with envy, or is it a little bit of both?
Don’t we love it as we tempt,
tempt until she bites at the bit and is hooked, sometimes for life and
sometimes till another shiny piece of metal comes along? And then the dealing
and the wheeling rolls out again, much like the previous one only this time a
little more artful perhaps...?
When I wrote this headline, Nokia
was THE brand to buy. Nobody considered any other brand. In fact, if you had a
Nokia, you had the best. Never mind the fact that it still is, even as it
jostles for space with other brands. And from within such an environment was
born this idea:
Nokia – Because what you Possess, Others Covet
Until the next…
Adieus!
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