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?
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!
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