“The only way to advertise is by not focusing on the product.” – Calvin Klein, Born Nov. 19, 1942.
The art and skill and magic and OOMPH of writing promotions comes from the stuff you do that has NOTHING to do with the product itself.
The product is just a token of value. It carries the true benefit of ownership into the buyer's life. But the benefit is never just the object itself. The object itself is merely a bonus.
If people were going to make buying decisions based on the product, CK ads would be about cotton and cut.
But instead his ads are about sexy bodies and vulnerable faces shot in stark photography.
There is so much more to an offer than the product. So many more things that are EXTERNAL to the product determine how we perceive its RELATIVE value:
The prior buyer,
The list is endless.
All of these things encompass the story that the buyer gets to adopt as their own when they purchase. It literally can change the way people interpret the narrative of their own lives.
It’s not a product, it’s an expression of identity.
It can change the role they play – not just for themselves, but the way others react to them as their plot progresses. Or at least, that is the hope they have when they buy.
This is, of course, only the internal dialogue. Most people won’t notice because they’re too busy having their own internal dialogues concerned with what everyone else thinks of them.
In the end, it’s just a pair of jeans. They cover your legs.
But try selling that…
<!—- lagniappe Here is a short list of perspectives to consider when penning an ad for any item at all, with an eye toward expressing incalculable perceived value that is not contained in the product itself... 1. How will this product change the way the buyer sees themselves? 2. How will this product change the way their friends and loved ones see them? 3. How will this product change the way their rivals or opponents see them? When they purchase, receive, use, and own this product, what does it project to the world about their identity? What does it tell people about what kind of person they are? Smarter? Prettier? Wiser? Stronger? Lace the answers you discover into your copy. It seems like a small thing, but to the prospect, it makes it feel,like they are getting so much more for their money than just a mere “product” right? —->