Too Pretty To Sell
Good products spend a lot of time in development; their creators want the final product to look just so.
When it comes to the promotions for the product, they also want them just so. To look and feel a very particular way. Something in the back of their mind is telling them that advertising has matched the brand and the product.
Every one of us sees a lot of ads, and most of what we see is tailored specifically to our needs. They resonate with us and tell a story and lure us in. We click to open the boxes and emails because something inside of them speaks to us, even if we don’t buy anything.
When I develop the content for email campaigns for clients, I’m always in reaction. I’ll present a few campaigns and they’ll react to it - it’s never what they were thinking. It’s not how it looks in their head. I tell them to send it anyway, see what happens. See what kind of sales the message makes.
They may not have the right audience in mind at all. They might not have the right branding in place.
Anyone can build their own brand, like a kit in a box. They wind up at an impasse - they have a set audience they want to show the product to instead of building their brand around the people who have bought the product.
YETI coolers sell at a high price point. They could have just as easily taken the product, called it CHILI, and sold it to people to keep their wine cold while they tour the harbor in a very expensive boat. That’s not who bought them. Now, their branding is for those who need something that will keep everything cold, forever, and be impervious to bears.
The voice in your head may be persistent, but don’t let it drown out the people you’re trying to connect with.