Dien Rice
October 29, 2020, 09:34 PM
Pros, your thought on this:
What appeals to 45-55 years old men to buy fashion bracelets?
An appeal that is working is "to have more style that your neighbor".
So, following the Robert Collier six prime motives:
Love, gain, duty, pride, self-indulgence and self-preservation.
I will assume those are correct:
-Gain (beat the neighbor, being more "stylish")
-Pride (shine)
-Self-preservation (look younger with an fashion acessory)
Your thoughts?
Hi Mike,
In the past, I've used the "7 emotional hot-buttons" which I learned from Denny Hatch's books and writings.
I even have them memorized... They are...
anger exclusivity fear flattery greed guilt salvation
These came from studies of direct mail controls - to try to find patterns of what kinds of appeals regularly worked...
Most of these are due to marketer Bob Hacker, while the late Axel Andersson (who was a Swede who ran a very successful direct response marketing business from Germany) added "flattery"...
For men's fashion bracelets... going through the list... I would say...
exclusivity - they want something their next-door-neighbor doesn't have, and even better, can't get!
flattery - they want to feel stylish, superior, look good
greed - if you can plausibly argue that the bracelets will go up in value over time, then you can also bring in "greed" as a motivational factor too...
Just some "off the cuff" thoughts...!
- Dien
P.S. Here's an article by Denny Hatch about these, which is also about Axel Andersson - https://web.archive.org/web/20190826210103/https://www.targetmarketingmag.com/article/axel-andersson-entrepreneur-extraordinaire/all/
P.P.S. Here's another more recent article covering this by Denny Hatch... http://dennyhatch.blogspot.com/2020/09/107-flattery.html
What appeals to 45-55 years old men to buy fashion bracelets?
An appeal that is working is "to have more style that your neighbor".
So, following the Robert Collier six prime motives:
Love, gain, duty, pride, self-indulgence and self-preservation.
I will assume those are correct:
-Gain (beat the neighbor, being more "stylish")
-Pride (shine)
-Self-preservation (look younger with an fashion acessory)
Your thoughts?
Hi Mike,
In the past, I've used the "7 emotional hot-buttons" which I learned from Denny Hatch's books and writings.
I even have them memorized... They are...
anger exclusivity fear flattery greed guilt salvation
These came from studies of direct mail controls - to try to find patterns of what kinds of appeals regularly worked...
Most of these are due to marketer Bob Hacker, while the late Axel Andersson (who was a Swede who ran a very successful direct response marketing business from Germany) added "flattery"...
For men's fashion bracelets... going through the list... I would say...
exclusivity - they want something their next-door-neighbor doesn't have, and even better, can't get!
flattery - they want to feel stylish, superior, look good
greed - if you can plausibly argue that the bracelets will go up in value over time, then you can also bring in "greed" as a motivational factor too...
Just some "off the cuff" thoughts...!
- Dien
P.S. Here's an article by Denny Hatch about these, which is also about Axel Andersson - https://web.archive.org/web/20190826210103/https://www.targetmarketingmag.com/article/axel-andersson-entrepreneur-extraordinaire/all/
P.P.S. Here's another more recent article covering this by Denny Hatch... http://dennyhatch.blogspot.com/2020/09/107-flattery.html
