I experienced a lesson in vanity today that I thought was an interesting lesson in marketing and consumer psychology as well.
Today was Easter Sunday, and for me that meant I had to dress in a suit to go to church.
During the week I am usually copywriting or doing other work on the computer, so I am dressed for comfort, not appearance.
No fancy duds for me.
And even at church I don’t get dressed up unless there is some kind of special occasion.
Just my preference.
So I guess the contrast is pretty strong when I do get into a nice suit, a matching tie, shiny shoes, and when I gel up my hair.
Plus, I was scheduled to pray in front of the congregation so I had to look as presentable as possible.
As soon as I got to church I started getting compliments that I rarely received.
“James, you look so nice!”
“James, I hardly recognized you!”
“Wow James, you should dress in a suit more often!”
With each compliment, my head got a bit bigger.
And by the time service was over, I was swaggering around like the star quarterback on the football team.
Here’s the funny part.
It was pretty hot today.
So as soon as service was over most of the other members of my congregation smartly changed out of their Easter clothes into more comfortable gear.
As for me… I was SO infatuated with the compliments I was getting, I decided to stay in my suit! (This is pretty embarrassing to admit, but hey, it’s a good marketing lesson…)
So I usually stick around to help out with the junior high group, the high school group, or see if there’s any help needed in the kitchen.
Today, I volunteered to wash dishes.
So I walked into the steaming hot kitchen, ready to wash a huge industrial sized sink full of dirty pots and pans, and I STILL didn’t change out of my suit.
Sigh. Why was I acting so foolishly?
Why indeed. Because I was so enamored with the image of being a James Bond looking super slickster that I threw all logical decision making out the window.
Of course, by the time I was finished washing dishes I was a sweaty, dirty mess, and I immediately changed clothes.
And the funny thing is, I KNEW I was being foolish, but I stayed in my suit anyway.
So what’s this go to do with you and being more successful in your business?
It’s like David Garfinkel says: “The 7 Deadly Sins are something to be avoided in religion, but they are your best friends in copywriting” (paraphrased).
With certain markets and products, VANITY is the absolute best emotion to target.
It’s hard to sell a youngster a pill that makes you stronger and more vital.
It’s much easier to sell an older person a pill that can give them 10 extra years of healthy, vibrant life.
Vanity is what makes the mid life crisis Corvette purchase happen.
Vanity is what makes male enhancement pills so popular.
Vanity is what makes the “how to attract women” market so intriguing.
Vanity can make your prospect’s logical decision making fly out the window, and make your product or service something they HAVE to have.
Or it will drive them crazy until they do.
This is what we WANT our prospects to feel.
Now, I chuckle and understand why I was so hypnotized earlier today, and I definitely won’t be wearing suits every Sunday. But at the same time it felt GOOD to be noticed, complimented, and made a big deal of, if only for a few hours.
But that’s EVERYONE.
If you can somehow tap into that psychological space in your prospect’s mind where you can give them the respect, attention, and fulfillment that they so desperately crave, then the sale is an afterthought.
It’s already done.
And that’s the effect that we’re striving for.
How’s that for an interesting Easter?
-James D. Lee
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