Vice is the trigger that makes people buy that mocha frappachino with extra whip. It’s what makes people get a margarita with lunch. It’s what makes people spend the extra money on a Saks Fifth Avenue jacket over a Kohl’s. In this hecktic work environment, people are tired, people are overworked. When they do something, [...]
We can’t be everything to everyone. What does Victoria’s Secret sell? Sure, they sell lingerie, but what are they selling everyday? They are selling vice, selling power, selling excitement. Photographers can’t be everything to everyone. I spoke to a photographer recently, who was trying work all of the 7 Marketing Triggers into his marketing message. [...]
Trust, the trigger that makes me buy a Honda over a Kia. The trigger that makes me spend more on a Dyson versus an off brand. I need to trust that these products will do what they say and last me a while. As photographers, one of the key triggers we need to capitalize on [...]
In my continuing series on “Fascinate” by Sally Hogshead, a book about the 7 triggers that make people buy what you are selling, today we’ll look at “Prestige.” Prestige is the trigger that makes people want to splurge on themselves, it makes them want the best. It makes them buy a BMW over a Honda, Victoria [...]
As an ongoing series on the Sally Hogshead book “Fascinate” we are continuing with the third trigger “Alarm.” As many of you recall, Hogshead, is an expert in making consumers take action in advertising and marketing. We’ve already covered “Lust” and “Mystique”. Read more here. The Alarm trigger is what creates fear of something going [...]
This post is part of an ongoing series. To see all related posts, click here. If I really love a movie, I mean really love it, I don’t want to see the behind the scenes. I think it’s one of the worst things Hollywood has ever done – the behind the scenes DVD that comes [...]
Recently I’ve been discussing the 7 Triggers of Fascination by Sally Hogshead. You should check it out here. One of the 7 triggers is “Lust”. Lust, or the desire to have something that you don’t have or can’t have without a little work, is a strong motivation. It’s what makes us stop to indulge with a [...]
ONe of the key issues when marketing photography is that it is an intangible. Photography is all emotion, as it is with many other products. Why does the iPhone command a higher price than other similar phones? Why do we want Godiva chocolate over other chocolates? Why is an Audi more expensive than a Volkswagen [...]
