“An object imbued with intent – it has power, it's treasure, we're drawn to it. An object devoid of intent – it's random, it's imitative, it repels us. It's like a piece of junk mail to be thrown away.” -John Hockenberry, Born Jun. 4, 1956.
People seldom desire an object for the physical properties of the thing.
The products people purchase are often about the PURPOSE that the buyer believes that object can fulfill for them.
You can help them see the intention embedded in the items you sell. Encourage them with your copy.
Buying the thing is a statement of intention. The purchase is a part of the path to fulfilling some kind of destiny.
How can you do this? How does one imbue an object with intent? Answer:
Who made it?
For what purpose?
How is it unique?
Why is it the way it is?
What villain does it vanquish?
What benefits can it impart?
That's not a complete list, but it will help you begin to carve out a story – a will – for your product. It imparts almost a sense of sentience. Of consciousness.
The product doesn't just help your prospect solve their problems… It WANTS to help them. It exists to help them. It was destined to help them, created to fulfill that purpose.
That's the shit people want. All this other shit is crap.
For an example of this, consider the movie Pulp Fiction. The story of Bruce Willis going back to his apartment for the watch, even after the gangsters are looking for him…
Why would he do that for some crummy old cheap watch?
Because of the INTENT and POWER it is imbued with – it becomes treasure. Valuable enough to risk one's life for.
Where does that perception of value come from? From Christopher Walken's speech to young Butch. That monologue is essentially a magical spell that turns a cheap old timepiece into a priceless talisman, worth so much more than mere money.
Of course, there are a million examples – I just happened to see Pulp Fiction last night.
If you've seen it too, you should get what I'm laying down here.
Elevate your ability to sell stuff by describing the stuff as more than stuff. It's deluxe stuff, with a history and a pedigree and a purpose and an intention… Just for you.
<!—- lagniappe I teased it above, but let’s break down the little partial list of questions you can answer to imbue an object with INTENT - which gives it PURPOSE. Objects with purpose have value. 1. Who made it? Are they special? What sets them apart from others as the person who came to create this thing? Are they a recognized authority, or a talented amateur? Man, woman, child, adult, creative genius, or lucky stiff? 2. For what purpose? The object’s creator has a story that provides a reason for this object to be made. Did the creator suffer from some problem? Was there an obstacle in their life? Was it merely a whimsical creation? Was there pathos? 3. How is it unique? Have other similar things been made before now? Why were those lacking? What makes this one singular and exclusive? If there isn’t a good answer, can we create one? Can it be as simple as a mark that proves authenticity - connection to the true story? 4. Why is it the way it is? Choices were made in this creation. At each moment where there were options, why was this one chose, and that one rejected. If there aren’t real reasons, invent good ones. Remember, it’s about making this object INTENTIONAL - made on purpose specifically this way because that’s the BEST way to make it for its stated purpose. 5. What villain does it vanquish? This is about the obstacle the object was created to overcome. Maybe the thing isn’t even meant to solve a problem, just to entertain and amuse - in which case the villain is boredom. There is always a negative something which the object must be positioned in opposition to. 6. What benefits can it impart? This is obvious, basic copywriter 101 stuff here. If you’re selling something, it’s gotta provide some benefit to the buyer. But here is where you can look at all the answers you got above, and you have a much better framework to extract and describe those benefits. BONUS #7!!! - In what way does this thing suck? It’s got to have some flaws because nothing is perfect. Make a list of the ways in which this thing is NOT the best, and then using your copy magic, find a way to make that a FEATURE. It’s not a short book, it’s fluff-free, for example. Now get out there and IMBUE SOME INTENT! Lol. —->