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Nets, locks, erasers intro

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Part of introductory lecture on product relevance as it relates to advertising (for beginning marketing and advertising students).

Part of introductory lecture on product relevance as it relates to advertising (for beginning marketing and advertising students).

Published in: Business

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Transcript

  • 1. There is no spoon Understanding what people really “purchase”
  • 2. “Matrix” marketing  Boy: Do not try and bend the spoon. QuickTime™ and a TIFF (Uncompressed) decompressor That's impossible. are needed to see this picture. Instead... only try to realize the truth.  Neo: What truth?  Boy: There is no spoon.
  • 3. What v. Why  Why do women pour hot wax on QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. their skin and rip out their hair by its roots?
  • 4. zero point People don’t want things. They want what the thing can do for them.
  • 5. QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. What do we really want?
  • 6. An easier starting point  Net  Lock  Eraser (talk about later)
  • 7. Nets  Help us get what we don’t have yet.  What we desire.  Why a powerful new car?  ….maybe we desire for more control in our life.
  • 8. Locks  Help us protect what we already have.  What we fear losing.  Why drive a hybrid?… because we fear losing our natural habitat.
  • 9. Erasers  We’ll go over that one later :-)
  • 10. Which is more persuasive?  It’s 2 am…
  • 11. Fear of loss
  • 12. Net or Lock? Target? Promise?
  • 13. Net or Lock? Target? Promise? QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture.
  • 14. Clarifier Nets, Locks & Erasers are metaphors of a product, not an ad. The ad merely communicates the metaphor.
  • 15. Benefit v. Feature  Desire (net) and Fear-of-loss (lock)  Two major emotional persuaders  Message strategy  Understand feature v. benefit  Let’s learn the difference now!
  • 16. Strategy in action…
  • 17. What’s the STRATEGY? Is the ad’s message trying to appeal to your desires or your fears of loss? Or both?
  • 18. What’s the STRATEGY? Is the ad’s message trying to appeal to your desires or your fears of loss?
  • 19. What’s the STRATEGY? Is the ad’s message trying to appeal to your desires or your fears of loss?
  • 20. What’s the STRATEGY behind this ad? Who are they talking to? Who would create an ad like this?
  • 21. Match.com
  • 22. What Desire(s) could you appeal to with this product?
  • 23. Why do people vacation?  Desire______?  Fears losing_____?  How does a specific destination (brand) become a tool for helping someone get their desire(s) or avoid their fear(s)?
  • 24. Sympathy. Not Selling.  Benefits more than features  What does product do for user?  Why should they care?
  • 25. The first step  Before you write anything, you learn everything. (Ed McCabe)  First - your audience. What do they desire? Fear losing?  Second - your product. What does it “do” for people?
  • 26. Connect the dots  Desires  Alloy rims more time  Low CO2 with family emissions  Fears  Large trunk damaging space the planet consumer research product features
  • 27. Connect the dots  Desires  Alloy rims more time  Low CO2 with family emissions  Fears  Large trunk damaging space the planet consumer research product features
  • 28. The benefit statement  You protect the planet because of the VWs low CO2 emissions.  The large trunk space fits big coolers and your daughter’s little bike - perfect for a day at a park and more time with your family.
  • 29. Assignment 1  Your turn  First: Read  Next: Brief QuickTime™ and a  Men: Miss TIFF (Uncompressed) decompressor are needed to see this picture. Clairol® hair coloring  Ladies: Just for Men® hair coloring