But it’s cheeky – emotion v logic on the forecourt

Now I’m no disciple of Clarkson, although as a middle-aged man I do have a penchant for pairing a blazer with jeans.

But I still care about the car I drive.

I wouldn’t settle for just any old thing.

I know, I know, it’s just a piece of tin on four wheels that gets me from A to B, but I’m a sucker for a bit of personality.

So, when my Mrs P and I decided to get a little runabout there was always going to be a heated debate.

Captain Sensible vs Mr. But It’s Rosso Red.

First up we put a Toyota Aygo through its paces.

And very nice it was too. Low miles, service history and plenty of warranty left.

Definitely worthy of serious consideration.

Then we took a Fiat 500 for a spin.

It had been worked harder and there was no sign of the log book, voiding any remaining guarantees on the mechanics and bodywork.

After the test drive my wife pitched the Toyota, listing the perfectly logical advantages.

Good points well made – all twelve of them.

And my counter to her checklist when it was my turn to make the case for the 500?

But, it’s cheeky…

Yup, that was it. Pitiful I know.

However, subconsciously I’d made my mind up. I wanted a car that put a smile on a face.

And no amount of evidence or common sense was going to sway me.

Any logic at play was reverse engineered into my thought process to try to justify a decision already mostly made and very much driven by emotion.

Not the other way around.

“Well they don’t rust any more”.

“It’s only two years old so nothing major can go wrong with it”.

And guess what, the Fiat won the day.

No, I didn’t have a tantrum to get my own way, and very nice it is too.

Anyway, the upshot of all this…

We’re humans, not robots. We don’t always act how you might expect.

Which means when you’re peddling your wares, facts and figures won’t necessarily win the day.

Even though it seems like they should…

So, it’s essential to make a play to your prospects intuitive side as well as the rational.

If you’re getting stonewalled and missing out on new customers, then maybe your sales copy needs some tweaking.

Y’know, to better press those emotional buttons to get the response you’re after.

Happy to have a look and give you my two cents worth.

As long as I can drive over to your office…

 

 

 

 

 

A copy lesson from a horror icon

The return of Michael Myers. Again.

 

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John Carpenter’s 1978 slasher flick Halloween is a bone fide horror classic.

MM

Michael Myers, he of the boiler suit and white face mask, escapes the secure facility he was sent to after murdering his sister and returns to his home town of Haddonfield.

Carnage ensues.

Tense and taught, it’s a masterful 91 minutes of scares and screams.

And as the highest grossing independent movie of all time, sequels were inevitable.

So, how do they rate?

Halloween 2 is OK.

Halloween 3 Season of the Witch is just plain weird. Something about killer masks. No Michael Myers.

Then things really go downhill when they bring him back.

In Halloween 4 it turns out Michael didn’t die at the end of Halloween 2. And he comes back to Haddonfield.

In Halloween 5 it turns out Michael Myers didn’t die at the end of Halloween 4. And he returns home. Again.

In Halloween 6 it looks like Michael Myers is immortal…some guff about the ‘Curse of Thorn’.

Halloween H20 ignores installments 3-6 and purports to be a direct sequel to 2.

halloween-rob-zombie

Then Rob Zombie reboots the series with remakes of 1 and 2.

Phew! Still with me?

And somewhere along the way Michael Myers stopped being scary, or interesting, or entertaining if you like this sort of thing.

He became silly, tired and predictable.

Interest levels in the franchise plummeted and the one star reviews rolled in.

don

Donald Pleasence topped up his pension fund nicely though.

Anyway. Where’s all this going?

Ah yes.

Maybe the same thing has happened to your marketing?

Something that was fresh and interesting once upon a time, has been become stale and dull.

You’ve done it to death, dredging up the same old thing and putting it in front of prospects itching for something new.

You’ve become the Halloween franchise.

Once you wore that boiler suit with menace. Now it’s just old hat. And no one cares any more.

If your marketing feels stuck in a groove of ever diminishing returns, then maybe I can help?

How?

With a revamp of your copy.  Emails, press releases, blog posts…

That sort of thing.

Together we can come up with ideas to get your message across in new and interesting ways.

Ones that get your prospects thinking. And clamouring for a solution.

A rethink. An overhaul. A freshen up. That won’t turn putrid. Because we’ll keep on mixing it up.

Not just rehashing the same old, same old until everyone’s had enough.

First call is free, so if you like to talk through an upcoming project that could use a different perspective, let’s schedule a conversation. 

happy-halloween-camera

 

 

 

 

It’s My Party And I’ll Cry If I Want To

It was my birthday yesterday. Yay! Happy birthday to me. A marketing opportunity if ever there was one, because even though I turned 44, I still got some birthday money.

Thanks Mum!

So, flush with cash and ready to treat myself, I ventured into the promotions section of Gmail where a whopping 3 brands had gotten in touch to help me celebrate. And relieve me of that money I was keen to spend.

Yes, 3.

So well done the NFL, River Island (I know, I know,  but I’d bought a present for a young person a few months back) and ASOS (ditto).

Everyone else – you better try harder next year.

I was at a marketing conference a few months back. I say conference. Big data circle jerk more like, which is what the industry is becoming.

But, honestly, what do they do with all this information they harvest? Just sit on it? In a world where you can time commercial messages more effectively than ever, opportunity missed guys.

And the quality of those messages…

To be fair to the NFL theirs wasn’t bad. Jaunty, a suggested personalised purchase and a clear call to action complete with time limited offer.

ASOS sent me a riff on it’s my party and I’ll cry if I want to (look fly if I want to ), a discount code and a picture of a man. I think he was supposed to be looking fly, but I wasn’t sure. I haven’t been fly since the mid 90s.

And River Island? Oh dear, the worst of the bunch. Not that I want any absurdly skinny jeans. But a measly £5 off and some guff about celebrity birthdays this month. Am I supposed to buy a celebrity a gift with my discount code? Who knows?

Worst birthday ever. From a purely marketing perspective of course.

My wife took me out for a lovely meal at a restaurant we’ve eaten at a few time before who had the wit to reach out to see if we had plans for a special occasion…