Steven from Warriorforum today asked a question… What is the Holy Grail to Influence? What is the one skill that you can master and make a lot of money? I had to see what he was talkinmg about… so I checked it out. He was talking about this ad…
Have you ever tried to focus on something important when some unimportant garbage is sitting right besides your desk screaming for attention? Were you able to focus?
We all crave… literally CRAVE things that engage our mind. Things that capture our attention. Someone yelling like a madman with so much enthusiasm might not do them much good apart from the fact that they’ve grabbed attention.
Hitler once had an ad campaign built by a lady who knew not much about Nazi’s. The reason that ad worked like blockbusters was that all it did was capture attnetion, and retain it. At one point of time, that blatant, useless, low on informational value ad was being shown in theatres across the country.
Then, we all need the feeling of security. Its a basic one.
When something/someone has our attention captured, we are VERY susceptible to their influence.
Then, this ad also gives them hope. That they can talk while they drive AND be secure at the same time. Though its a bunch of baloney of course… Mental engagement is what causes accidents more often than phones falling off our hands. People crave hope all the time. We all do.
Then, there’s the “It’s not your fault” mentality people have. I have it too. I never want to be blamed for anything that goes wrong.
Then there’s justification. We all tend to follow people that justify our failures and actions. Deep down we all know talking while driving isn’t the best thing to do. So anyone that justifies that we’re doing it becomes a leader.
Then there’s a mass market- anyone that drives a car and uses a cell phone has to have 20 bucks. And crave security. And hope that they can talk while they drive and still be safe. Then there’s justification for something that deep down they all feel guilty about. Notice carefully how the words to the tune of “Do you feel guilty…” are carved within the first few seconds. And who can forget the attnetion grabbing power of all-time yelling Bill?
Lots of things.
Those that are looking for a holy grail… well… all the best.
There isn’t one aspect of marketing that you can’t screw up and still be successful as long as you have their attention.
This ad certainly isn’t a timeless masterpiece… just one of those successful ads out of many. Probably Makes millions? Hell yeah. But millions are chump change at that level. remember relativity?
Get their attention, and influence them through some mechanisms. Not all are required… You aren’t asking someone to forsake their lives… just 20 odd bucks here.
And since its just 20, he doesn’t build value… he jumps right into the “Buy Me” mode. He certainly drives home the point that this is something I’d need. But does that mean I’d insist to buy only his product if I can find something similar at a local store? Nah…
Subtle persuasion… mass following is just not there. Just goes on to prove you can screw up marketing and still be successful
-Lakshay
Hi. I am Lakshay… An E-Business consultant and Info Product Marketer. I also love copywriting and specialze in that. I run several membership sites online providing content, services and products for online businesses and training and services for offline businesses. I also have quite a lot of offline business owners as my clients whom I have helped get online and also successfully reduce their advertising costs to one half while increasing the number of sales rapidly. And 99% of those people have just these words after they see what we could do for them.. \\\”Lakshay, I\\\’m speechless\\\”. Hi. I am Lakshay… An E-Business consultant and Info Product Marketer. I also love copywriting and specialze in that. I run several membership sites online providing content, services and products for online businesses and training and services for offline businesses. I also have quite a lot of offline business owners as my clients whom I have helped get online and also successfully reduce their advertising costs to one half while increasing the number of sales rapidly. And 99% of those people have just these words after they see what we could do for them.. “Lakshay, I’m speechless”. I’m not saying this brag and boast. In fact I can’t… Here’s why… Read more from this author
So what is that is the MOST important thing in marketing you need to have?
Answer: An Attention Capturing Mechanism.