Charm.
We love it when we experience it.
But we rarely experience it.
The best marketing always has it.
The best copy always has it.
The best packaging always has it.
If you think about it getting a client is lot like getting a date.
You have to grab attention sure. But you have to charm the other person. Give them something interesting. Something that compels them to want more.
I argue it’s charm that gets the job done or lack of it that leads to marketing failure.
Why is this?
It’s because most of what we experience is boring. Facts and figures, yawn. Case studies impressive, but still yawn. We’re not rational creatures even if some of us believe we are.
Charm is emotional.
Emotional makes the sale every time.
Even in business to business because it’s still people buying from people.
Does your marketing contain charm? It should.