Turn a product into an experienceOct 01, 2006
And youâ€™re doing it by invoking a number of senses and triggering multiple areas of the brain.
The layout of the house, of course, should be able to evoke all these feelings unaided… but it doesnâ€™t. Yet, surprisingly, the vast majority of products and services are marketed like the unaided house, with no effort made to fully involve the potential consumer.
At best, the marketing relies on either the rational benefit of a Unique Selling Point or – accepting that humans are controlled more by their emotions than mere rationality – an Emotional Selling Point. But both are based on outdated psychological studies.
The latest research, recognising that there is no simple left-brain right-brain distinction, but rather a confused muddle between the two, talks of the need for a Point of Engagement which – guess what – invokes a number of senses and triggers multiple areas of the brain.
A product obviously requires an Engaging Selling Point. This shouldnâ€™t be confused with multiple messages, which only cause confusion – it should be a single-minded message yet one capable of striking as many chords as possible.
Every product is ultimately an experience (think about it… itâ€™s true).
By drawing on its elements, such as intrigue (a question perhaps?), challenge (an undemanding one), even, in some cases, a simple action (â€˜Pinch an Inchâ€™), you can begin to portray that experience.
Even something as simple as a word can have the right effect.
For example, American President George Bush talked not of tax cuts but tax relief – and almost instantly voters felt they needed to be relieved of something onerous.
Rather than leaving a potential customer with a phrase or slogan that cuts all further thought on their part dead, the Engaging Selling Point opens up their minds.
Like the wine glasses in the house, it evokes memories, recollections and other thoughts – all of which become subtly yet indelibly tied in with your product.
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