Irrational Hope?

In his book, This is Marketing, Seth Godin says, “Marketing is our quest to make change on behalf of those we serve, and we do it by understanding the irrational forces that drive each of us.”

The examples he provides are those of people who never drive off-road, buying a Land Cruiser, and how people don’t want a drill bit; they want the hole. He takes it even further and says that they don’t just want the hole; they want to feel respected for doing something on their own.

I’ve been a marketer for over ten years. And like most people who have been doing something for a while, I have developed some apathy. I am currently re-reading a few books to get back into my groove after a big move. But when I read, “we do it by understanding the irrational forces that drive each of us.” I think about many of my clients over the years who have tried countless things to grow their brand, and I cannot imagine telling them, “Well, we actually have to think about the irrational forces that drive your ideal client…”

How is anyone supposed to do that?

I understand what Seth is saying, and I apply this to my work every day with every client. BUT I would never frame it this way for a client. Instead, I would say:

Every time you think of something that motivates your ideal client, go one layer deeper.

My classic example is always one that my former professor, dean of the college of business, mentor, and boss, gave me when we were working with a franchise on their marketing campaigns for the Midwest. We looked at the target audience for this cleaning franchise and determined that their client was a woman between the ages of 35 and 55. They were either in the workforce or stay-at-home parents within specific upper-middle-class zip codes. AND they didn’t just need a clean house. We dug one layer deeper. They needed MORE TIME.

I give this example because it isn’t “irrational,” it’s digging past the obvious to something visceral.

When you tap into something people FEEL, you’re more likely to get a response. The key is tapping into the right feeling.

I get what Seth is saying, and I agree. He is brilliant, which is why I’m re-reading this book for the millionth time. I just prefer to frame this up differently.

For example, his Land Cruiser story. He says it’s irrational that someone who doesn’t off-road buy a one. But is it irrational, or is it a mom who wants to feel safe with her kids on the road, regardless of the weather? She feels secure and in control, while little ones make her feel the opposite. Is it a person who has to drive into a desk job every day but longs for adventure and feels the opportunity to act on those feelings, IF they have the right car?

It isn’t irrational; it’s aspirational. It’s hope and possibility. If I had more time or this car, etc., then I could do or feel XYZ.

The next time you’re looking at a social post, ad, or even copy on your website, ask yourself: Am I going for the obvious or the visceral? Dig one layer deeper and tap into a FEELING. Tap into HOPE. It’s powerful. And IT FEELS GOOD.

We could all use a dose of that.