emotional porn

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Andreas has some more thinking about Seth and Purple Cows:

Does being remarkable guarantee success? We all know that it doesn’t. Take the portable mp3 player as an example. Apple’s iPod is the market leader, with a 75% share of the market. But was Apple the first company to make portable mp3 players? Not at all. Is the iPod the most feature rich player with the best battery life? Not by a long shot. The companies that pioneered the technology are being left behind or are abandoning the market altogether, despite having created a purple cow if ever there was one. Their mistake? Not communicating that fact effectively. Not becoming part of popular culture.
So what’s responsible for the success if the iPod if it’s neither price, nor features? In a word: Marketing. Advertising. Advertising and marketing that is creating an emotional attachement. People choose the products they buy – apart from price – for three reasons, how they see themselves, how they want to see themselves or how they want to be seen.
Successful advertising, in all its incarnations, including blogs, including WOM, is all about creating the emotional attachment. It’s about becoming a part of who the customer is, or wants to be, or wants to be seen as. It’s really that simple.

I think “Emotional Attachment” is overrated as a marketing concept.
Often when marketers, especially advertisers, speak of “Emotional Attachment”, what they’re really talking about is “Emotional Pornography”.
Which is rarely “remarkable” to begin with.

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Testimonials

Hugh MacLeod is a genius.  Genius.

Seth Godin
Best Selling Author

His work acknowledges the absurdity of workaday life, while also encouraging employees to respond with passion, creativity, and non-conformity...   MacLeod’s work is undeniably an improvement over the office schlock of yore. At its best, it’s more honest, and more cognizant of the entrepreneurial psyche, while still retaining some idealism.

The New Republic
Lydia Depillis

Last year my State of the College address was 76 slides loaded with data. This year it was 14 cartoons that were substantially more memorable.

Len Schlesinger
Former President, Babson College

"There are only two daily newsletters that I look forward to opening and reading every time they show up to my inbox: Seth Godin's and gapingvoid."

Tony Hsieh
CEO, Zappos

In moments of indecision I glance at the wall [to Hugh's work] for guidance.

Brian Clark
@copyblogger
 
  • Seth Godin
  • The New Republic
  • Len Schlesinger
  • Tony Hsieh
  • Brian Clark
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