When we sell, should we be selling a lifestyle instead of the usual mumbo jumbo jargon?
Have you ever seen a Gillette advert?
They don’t sell overpriced razorblades but utilise and adapt a variety of manly lifestyles to make their sales pitch. They keep their finger on the pulse adapting their brand advocates to appeal to different men in different generations with different lifestyles.
Have you seen perfume adverts?
They all feature the extra skinny, blonde haired European model with a floaty summer dress. Prancing around a blue skied summers day, somewhere. She could be 30 or 13??? Who knows? It’s a young, fashionable and free dreamscape lifestyle with a touch of rebellion.
Last but not least there’s everyone else.
Have you seen a Tombola Bingo advert.
Theres no visual image of anything remotely to do with bingo in the whole advert. It’s just a montage of people of all ages and races playing something, smiling and laughing. Without a voice over it could very well be a Butlins advert instead. They sell a fun, happy, communal, British holiday lifestyle to endorse Bingo!
Is the lifestyle actually what we want?
What lifestyle would your business portray?
Is it the fireman in the Gilllette adverts or the male celebrity athelete?
Is it the young, free and rebellious blonde or the Hollywood actress?
Is it the British holiday or the California one?
Be as stereoptypical as you want to be and let me know.