Don’t tell them, don’t lure them,
just woo them!

In this attention driven economy, where consumers are empowered by information and choice, communication purely based on rational reasons will inevitably hit a brick wall.  Saying your product is better, faster or tougher, does not work anymore. The consumer knows that modern technology has enabled every product to have the same function, they do their research and features are not even critical in their choice process. Since the consumers are immune to messages, the only way to get through to them is through their emotional appeal.

The emotional level is much more complex than the rational. They work on a sub-conscious level. The best way to look at the power of emotion is through great lovers like Casanova and Don Juan. It’s not what they said that mattered, it’s how they said it. It’s not what they looked like; it’s the way they held themselves. It’s not about their ability; it’s all about their talent. See for yourself, the guy who got more girls at school was not necessarily the smartest one, or the faster one, or even the stronger one, it was the one who had the edge, the style and the one with the most confidence.

The same traits apply to your favourite products. You love them above all others because they dare to be different, they feel different and they make you feel special. That’s the difference between an iPhone and a Blackberry, a VW Beetle and a Ford, Tiffany and Prouds. One simply exists, while the other lives for you. The emotional product sweeps you off your feet and they are Wooers.

Next : What’s a brand?