I just received one of those internet emails that outlines some of the basic contradictions in and around our life and world. It is always good for a laugh but it may be an even better lesson for marketers because it shows what humans are really like ... individualistic, idiosyncratic, irrational and deeply impulsive beings.
Why do we marketers try to create things that appeal to the rational mind, when that part of the mind is seldom engaged, nor is it the decider when people make a decision. Find the contradiction in your ideal customer's mind, as well as your own behavior as a marketer, and build to that.
- Why do people order a double cheeseburger, large fries and a DIET Coke?
- Why do people leave cars worth tens of thousands of dollars in the driveway but lock their useless junk in their garage?
- Why do people buy and install expensive home security systems and then never use them?
- Why isn't their mouse-flavored cat food?
- Why do banks leave both doors open and then chain the pens to the counter?
- Why do food stores make the sick walk to the back of the store to get their medicine but healthy people can buy cigarettes at the front of the store?
O.D.O.o.O.D.B.
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