Is it possible that superstition is what propels customers to make their purchases?
I’m talking about the mind looking at unrelated phenomenon and then creating a causal relationship that explains it to them in such a way to open their wallet
Let’s take car advertising. The images are of youth and luxury and a wonderful life.
This of course appeals to folks who are older, obese and shall we say unattractive.
So a person who is not related to the car marketing images in any way will buy the vehicle.
All you see is a fat, old, ugly dude getting out of a BMW convertible.
But what does he see?
Did he consume the advertising in any way that he irrationally believed that some of that magic would inform his life?
I think it happens more than we want to believe.
Take a look at advertising in your world today, in any medium, and you will see an implied promise of magic. That is, all you have to do is wave the magic wallet and you’re going to get some of that ju-ju.
How do you apply this in your business?
Promise transformation that’s almost magical.
Paint the familiar picture of where your customer is today. They know that pain.
Then show them a future of where they want to be. They have fantasized about it many times.
Along the way, promise, imply and suggest that buying your product is the magic potion that will transport them from dull and dreary to fun and fab!
Of course, you don’t want to lie and get in trouble with the FTC. That’s bad.
However, people do want a certain amount of ju-ju – because without the promise of a little bit of magic, ordinary life is unbearable.
It’s up to you to create the kind of magic that is a little bit beyond rational and right before illegal.
You might think about this idea for a while and suddenly, when you least expect it, a new idea will pop into your head that you can use in your marketing – just like magic.