Image via WikipediaLove is the ultimate motivator. Even though we are generally more inclined to buy something to avoid pain rather than achieve gain, love is the exception. We do crazy things when we’re in love. We do things we’d never do when we’re in love. Some of us have even died for love. If your marketing can tap into those deep and mysterious waters of love, you can unleash a mighty river of new business.
Consider one of the greatest advertising campaigns of all time. The print ad features a baby in diapers sitting next to a tire. The ad reads, MICHELIN. BECAUSE SO MUCH IS RIDING ON YOUR TIRES. This appeal to love of children not only sold a slew of tires, it forever changed the way we think about tires. The idea of safety is now so fundamental to our evaluation of a tire, we can hardly imagine purchasing a set without taking it into account.
Or how about Chevrolet’s Like a Rock campaign? Here is a powerful appeal to patriotism and rugged individualism, all in half a minute.
These themes resonate with Americans as few others. Say what you want about the trials and tribulations of GM, the company has maintained a fiercely loyal customer base for its trucks by sharing the love.
Love appeals do not always work. One TV ad campaign I especially dislike is the Jared “He Went to Jared” campaign. The jeweler is attempting to capitalize on love of romance. The woman is thrilled beyond measure because her boyfriend “went to Jared” – i.e., proposed marriage. The problem is there’s no real connection between the jewelry store and the proposal. The man might have bought a ring anywhere and gotten the same, wonderful reaction.
Love appeal works when you establish a real and unique connection between your product and what we love. Tires are incredibly connected to safety, and not all tires are the same. The cars and trucks we buy do make a statement about our values, and not all car manufacturers stand for the same things.
How about you? Does your product or service have love appeal? How can you connect your product and service to something your customers love? Figure out how, and you won’t notice the recession!
This post is my entry in Robert Hruzek’s What I Learned From … February contest.
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What I find most interesting is the way that connection is so clearly there, but not necessarily in an “in your face” way. In fact, the more subtle, the better. But yes, love of something is definitely a powerful factor.
Thanks for the observation – and the WILF entry, Brad!
Cheers!
Robert Hruzeks last blog post..What Is Love?
Hi Bob, Good point! In your face doesn’t work for most people, even when you’re appealing to love. I suppose one possible exception might be sex … that seems to sell no matter how presented.
Brad Shorrs last blog post..Put a Little Love in Your Marketing
Brad, like the way you linked the WILF topic to sales and marketing – very cool. You’ve given me something to think about in relation to my next big thing… where does love fit into it? Thank you!
Joanna Youngs last blog post..How Do You Get Past Your Writing Road Blocks?
Hi Joanna, Glad I could (inadvertently) help! Now you’ve got me wondering … what is this next big thing?? Can’t wait to find out!
Brad Shorrs last blog post..Put a Little Love in Your Marketing
Brad, it’s to do with teaching memoir writing, which I want to do offline, in Scotland. You’ve got me thinking that the impulse to write a memoir stems in one way or another from love – those you’ve loved, a love of place, a desire to pass something on to those you love, a love of story, a love of Scotland, or a plain old love of life!
Joanna Youngs last blog post..How Do You Get Past Your Writing Road Blocks?
Joanna, Great idea! It sounds like a natural for you.
Brad Shorrs last blog post..Put a Little Love in Your Marketing
love these examples and the tie in to your area of expertise …I too prefer a more subtle marketing message
mother earth aka karen hanrahans last blog post..One Armed Bloggette – Part Three
I think the best way is to find out which emotion your product affects most and create messages to tap into that emotion. I use video to create my emotional messages. Then I lead my viewers back to my website where they’ll find more emotional triggers to create leads. My traffic comes from the targeted keyword campaign I get when posting my videos free to http://www.Adwido.com I try to keep it simple in to the point.