It's as easy as A.B.C.
You’re attracted to art
1. when it stands for something you believe in,
2. when it shows you a reflection of your own core values, or
3. gives you a glimpse of your inner face.
You're drawn to a brand for precisely the same reasons.
A cultural icon is a contemporary archetype, mass-appeal public art, the symbol of a worldview. Cultural icons embody the zeitgeist, the spirit of the age. They reveal the mind of the time.
Learn to read the choices of your customers and you'll be able to better serve them.
The cars your customers drive reflect choices they have made. Their clothing and accessories reflect additional choices. What do these choices tell you? They decorate their homes and offices with choices that virtually shout their innermost thoughts and feelings. Are you paying attention to any of this?
“Show me what a people admire, and I will tell you everything about them that matters.” – Maggie Tufu, The Engines of God, page 398
A well-served customer is not easily stolen.
Bill Bernbach once said, “Nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his action, even though his language so often camouflages what really motivates him. For if you know these things about a man you can touch him at the core of his being.”
We buy what we buy to remind ourselves – and tell the world around us – who we are.
“I am irresistible, I say, as I put on my designer fragrance. I am a merchant banker, I say, as I climb out of my BMW. I am a juvenile lout, I say, as I down a glass of extra strong lager. I am handsome, I say, as I don my Levi's jeans.” – John Kay
Do you want to write persuasive ads, speeches and sermons? Use words and phrases that reflect your customer's core values. Connect to his or her worldview.
A knowledge of trends among your customers in
art (music, hairstyle, clothing, jewelry, etc.)
brands (cars, bikes, computers, magazines, etc.) and
heroes (the cultural icons they admire)
will be the only clues you need.
Your business has only 3 or 4 customers living at thousands of different addresses. Your marketing should be crafted to reflect the preferences of each of them.
The concepts I've shared today will help you better understand
persona-based ad writing, an important element in Persuasion Architecture®, the marketing technique perfected by New York Times bestselling authors Jeffrey and Bryan Eisenberg.
Captain Jeff Sexton is a master of persona-based ad writing. He'll be one of your instructors when you come to Austin to learn how to Write for Radio and the Internet.
That class, August 26-27, is just 4 weeks away. Are you coming?
Business isn't going to get better until you get better at attracting it.
Come.
Aroo.
Roy H. Williams
