“Good morning class. Settle down, please… My name’s Mr Goodhead and I’ll be teaching you Marketing 101. Let’s start with something simple. Can anyone complete the following sentence…
‘People don’t buy a drill because they want a drill, they buy a drill because they want….'”
If you answered, “a hole in the wall.”, wipe that knowing smirk off your face.
I’ll tell you why in a second.
First though, a quick diversion…
I’ve just turned down a job.
This may prove to be a foolish action on my part because, as a man who also does card tricks at parties, I estimate that I’ve lost approximately 373% of my income for the next few months.
(Maths was never my strong suit, unlike speling and righting off coarse)
Turning down work always makes me twitch a little. Money plays a big part in how secure I feel.
(I’m guessing I’m not alone there)
Don’t get me wrong, I’m not wanting to be Scrooge McDuck, sat on a throne of gold coins, but not having to settle for supermarket own brand Jaffa Cakes every once in a while would be nice.
(“Cocoa and orange flavoured emulsified gelatinous fructose syrup-based treat, anyone?”)
That, and my family continues to make extravagant, rockstar demands, such as their obstinate refusal to drink my Tippex-based “Milk substitute”, and their insistence in requesting items of clothing I didn’t wrestle off a tramp.
Despite all this, I still said “no” and turned away money.
For the same reason we do anything…
I said “no” because it didn’t feel right. It would’ve clashed with work I’m doing for someone else. Not a major “conflict of interest” by any stretch, but enough to make me do this face when I thought about it…
I don’t like making that face…
…so I said no.
“DAMN YOU CONSCIENCE!”
Which brings us nicely back to Mr Goodhead’s question…
You don’t buy a drill because you want a drill…or a hole in the wall…
You buy a drill because you want the FEELING you experience when you sit in your favourite chair and look at the thing you hung on the wall.
Feelings are the reason we do anything.
Copywriters are always told to build a swipe file of adverts, sales letters and headlines, so we can use them for inspiration when creating our own campaigns.
I like the swipe file metaphor, so, in a moment of meta madness, let’s swipe it!
How about building an emotional swipe file to get us thinking about what we want to experience and stop us making poor choices?
What feelings do you want to experience more of?
What feelings would you rather encounter less often?
What about your customers?
- What feeling are they hoping to experience when buying from you?
- What feeling are they wanting to get rid of?
How can you help them get more of the former and less of the latter?
Speak to you Thursday,
P.S. True to my word, I swapped around a bunch o’ stuff in the GOOGLE DRIVE OF AWESOMENESS!!!! last week.
If your favourite thing has vanished, don’t worry. I’ll be chopping and changing things quite a bit, so it might come back soon.