Unintended Consequences Make Better Marketing.
A number of desks will soon feature marketing pitches based on the concept of the "reluctantly wealthy". I know this because the phrase appeared in the comments in Rob's blog the other day and caused quite a stir.
The idea stemmed from the realisation that the wealth of a successful individual is sometimes only a by-product of some other attribute, be that industriousness, creativity or a passionate belief. People see the wealth, but miss what lies deeper.
If you can recognise the unintended consequences in relation to the situation you're marketing, you're likely to appeal to a much more resonant motivation that lies beneath rather than repeat the superficial notion that inhabits your competitors' lowest common denominator efforts.
The idea stemmed from the realisation that the wealth of a successful individual is sometimes only a by-product of some other attribute, be that industriousness, creativity or a passionate belief. People see the wealth, but miss what lies deeper.
If you can recognise the unintended consequences in relation to the situation you're marketing, you're likely to appeal to a much more resonant motivation that lies beneath rather than repeat the superficial notion that inhabits your competitors' lowest common denominator efforts.
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