I want to talk about your marketing mind, and why it’s important.
I just saw a really decent ad placement for Field Notes, a little writing pad that looks like everyone’s favorite Moleskine products. It was on my Twitterific for iPad app, up at the top. I liked the look of the ad. I liked the tag line they used. I clicked through and checked out the site and found that it was themed really nicely, and that it compelled me to want to buy some.
After I experienced all that, I stopped and asked myself why it worked so well.
The ad copy was simple and hit me in my emotions. From memory (a good test of whether the copy was effective), it said something like this: I don’t write down things to remember later; I write them down to remember them now. Whatever it was exactly, the thought was a personal thought, felt like a David Ogilvy mindset, and got me interested in the product.
The look of the product makes one nostalgic. Nostalgia often sells. We have this passion for paper in an iPad world. This worked, too. The site design matched the product exceptionally.
The call to action to order the product was simple and direct. ( I think Christopher S. Penn would maybe recommend the “buy” button be a better distinguishing color for a better call out, but otherwise, it was delicious.
The Marketing Mind
We go from this into the mode of asking, “So how can I learn from this and apply it to what I’m doing?”
In this exact case, the answers would look something like this:
- Make sure your ad look and feel matches the emotions intended to be stirred by the product.
- Use copy that hits our gut, not our analytics.
- Make your online presence an extension of your product’s promise.
We could add more, but you get the point.
The larger point, because this isn’t a post about a set of notepads, is that we all (not just marketers) need to keep our minds open to understanding the mechanics of how such things work. If we need to convince people to make a decision, what can we apply from the above to that cause? If we see something that appeals to us, how can we learn to emulate it for our own needs? If something appeals at first, but you catch on to the deception, how can you defend against it?
Even higher up, can you see the market? What’s the market for the above product? Maybe it’s trendy 30-somethings. Maybe it’s hipsters. But I think it’s more likely the perfect product to offer to those who have had enough of the over-screened world we live in. I think it’s an emotional appeal to paper and pen (or dare I say, pencil).
Keep your marketing mind. It will deliver so much to you, if you leave it running in the background more often. Oh, and make sure to try/execute something with such discoveries when you can. Collecting recipes is no longer part of the plan, remember?
How does your marketing mind work?