What feeling should people get after experiencing your marketing, should it be the same as the feeling they get after eating candy or should it be the same as what they experience when they wake up to the sound of their neighbors working in the yard at 7 a.m?
What’s the first thing you think of when I say candy? Ah, so you’re thinking the same as me?
Yes, you probably do. But, realize that
people should admire you.
I love candy. I can’t get enough of it. But, the marketing experience should not be anything like the experience that most people get after eating candy.
Let me provide you with two examples from my life (not exactly candy, but you get the point).
I ask myself why but I don’t get an answer
I drink a lot of Coca-Cola, way too much. I tell people that it’s because of the Coca-Cola advertising (but it’s not). I love Coca-Cola, but you know what, I always feel bad after I finish drinking it. Not while I’m drinking it, but as soon as I finish.
I eat a lot of potato chips, way too much, and sometimes I think that it’s because of the potato chips marketing story (but it’s not). I love potato chips, and that’s why I’m never able to lose weight (it’s not the only reason, I love pizza too). I don’t feel bad while eating, I’m in heaven or at least close by. I just love the taste.
… but only until I finish, then I wake up and realize that someone has put a spell on me, a candy spell. I just keep eating until whatever’s in the bag is empty. That’s the spell.
Your product and your service should be different from the feeling you get when you finish eating or drinking something you know you shouldn’t be eating or drinking. Candy.
You want your customers to feel awesome. You want them to be fantastic, and you want them to keep having this feeling after they finish using what you offer. You want them to understand that it’s good, it’s all good.
The problem with candy is the feeling after you finish eating. We all know that it’s bad (at least we all know that it’s not good for us). But we continue to eat and drink things that are not good for us.
We love the taste, we love the smell, and it gives us the great feeling before and during, but what happens after?
You don’t want them to realize what they’ve done just after they finish;
What was I thinking? It’s bad, why did I buy this crap?
And then, a few hours later, because they’re addicted, they’re at the store buying another one of your products.
I know it sounds great. Get people addicted to buying crap, but you really don’t want this.