Marketing is a funny thing. The desire to persuade is often so seductive that even the tried and true pros get caught up in agreeing to do things that marketing was never intended to do.
Tom Wanek, here, and you’re watching Wizard Marketing TV, where business owners learn persuasive tools and techniques to spark miraculous growth.
Keep watching to make sure you’re not chasing the fool’s gold of marketing. I’ll see YOU on the other side.
You often hear me talk about the importance of speaking to the felt need of your customer. While this seems pretty simple and straightforward, I readily admit that defining your customer’s felt need can be tricky and is tough to do in practice.
And you’ll sometimes find, that when the pressure’s on and the bullets start flying … when things aren’t going your way … when you’ve tried everything else and you desperately need to drum up sales … well, you just might get the irresistible urge to convince someone to buy from you when they have no desire. You might be tempted to create mass desire—from scratch.
This is a cardinal and common sin even among veteran marketers—and far too often we allow our clients or bosses to convince us that it can be done. Not a good idea.
The simple fact of the matter is, advertising cannot alter the tide of human nature. Attempting to do so is fool’s gold.
Legendary ad copywriter, Eugene Schwartz, wisely said, “Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exist in the hearts of millions of people, and focus those already-existing desires onto a particular product. This is the copy writer’s task: not to create this mass desire—but to channel and direct it.”
Let me echo the advice of Eugene Schwartz: Advertising cannot create mass desire from scratch. It cannot convince you that Christmastime is the ideal time of year to list your home for sale. It cannot convince the majority of the buying public to spend $30,000 bucks on cosmetic dental work. It cannot convince a person to wear flashy jewelry when this person’s religious beliefs dictate otherwise.
Anytime I’ve tried something like this, I’ve crashed and burned. Trust me. Not pretty.
Please don’t expect advertising to accomplish that which it was never intended. Advertising’s job is to channel an already-existing desire. After all, we’re marketers—not magicians.
So speak to the hopes, dreams and desires that fuel you customer’s desires. And the wider and deeper the desire, the better.
What’s more, speak in the language of the customer. Do this and you will win your customer’s heart. Then, their mind and money will follow.
In upcoming episodes, we’ll dive deeper into how to identify and speak to your customer’s felt need. But for now, just be sure you’re channeling an already-existing desire.
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