Spanning the globe for insights into human behavior and persuasion.



Selling the Sneezers

One of the reasons I read blogs is to read the kind of thinking that Hugh MacLeod dispenses. The guy's brilliant. I don't know of anyone else who can deconstruct corporate marketing as swiftly or as creatively. Plus, his cartoons are a crack up.

Today's post is vintage Hugh.
Ordinary people actually aren't that different than ad agencies i.e. they're only going to tell your story if there's something in it for them. With ad agencies, it's easy- they just want the large wads of cash. Odinary people want something else. Status. Cool factor. Peace, Love and Happiness. Whatever.

Forget your "product benefit" for a second. Instead, just ask yourself, when somebody's telling your story to other people, what's in it for them? What's their angle?

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