“...there is another kind of desire that exists in the human mind - far more subtle, partly unconscious, longing not for satisfaction, but for expression. This second kind of desire is so different […] and operates under such different rules, that it can justly be described as a second dimension of the human mind.”
-Eugene Schwartz, Breakthrough Advertising page 108.
The Crossfit movement ($4B evaluation) owes much of its rampant global success to tapping into this “second dimension of the human mind”.
Marlboro used it to trounce its competitors
(which is why 43.1% of the U.S. market smokes those cigarettes - more than the 10 closest competitors COMBINED!)
It's how Patek Phillippe positions their watches as a way for wealthy men to start their own tradition.
Using this “second dimension of the human mind” is how Apple currently dominates the electronics market.
Why Is This Such A Powerful Copy Tactic?
- People can’t help themselves from buying once you push the right button. It’s irresistible -down to a primal level
- You’ll never get a complaint from your buyers about it
- It’s “free” to use, too!
Have I whetted your appetite yet?
What Is This "Second Dimension" Of The Human Mind?
Specifically: It’s your prospect’s desired identity.
In the name of serious copywriting with a dash of humor I’ll give you a demonstration that involves...
... canned mackerel!
Today’s Mackerel-Flavored Advertising Demonstration
First I used AI to generate two barely adequate images that contain the means by which I want to influence our imaginary mackerel buying prospect.
Second I “expertly” cropped in a can of Saebye mackerel along with some of the usual advertising copy you see on billboards.
(And by “expertly” I mean: like a complete noob)
Important:
When you look at the two illustrations below, consider the emotional subtext. What's being communicated between the lines. Ignore the aesthetics!
(I’m a writer, not a graphic designer after all - Also AI generated images are pretty hit-or-miss ATM)
Take a look and ask yourself:
- Who am I targeting?
- What ideas am I trying to plant in that prospect’s mind?
So...
What the HECK is going on?
(Remember: Focus on the emotional subtext, not the design!)
First of all we’re targeting conscientious mothers…
(Meaning: those who play with and those who do homework with their children)
And the thought we’re planting (with these fugly ass ads) is a subconscious story about what kind of person she’ll become when she buys the product.
Specifically a story that relates to her children.
So why did I choose to AI-generate these two particular images?
Because every mother I know wants her children to:
- Sleep well
- Be happy, healthy and well-behaved
- Excel in school
When children meet these 3 criteria, their mothers tend to feel fulfilled.
Since fish is already considered “brain food” in the general population (Omega-3 fatty acids are good for you) we can link eating mackerel with making homework a breeze.
When homework’s a breeze, you’ve got smart children.
When you’ve got smart children, you’ve got proud mothers.
In other words…
We’re letting the prospect build a certain identity for themselves by using our product as the bridge!
Crossfit sells a tougher-than-everyone-else identity.
Patek Phillippe sells generational ideals.
Marlboro sells virility and rugged good looks.
The carnivore diet fad sells machismo.
Apple sells sophistication and aesthetic superiority.
Hint: If you’re overwhelmed about trying to figure out how to do this for YOUR products then: reply to this email and I’ll get back to you.
Less Kooky Examples From Actual Ads
The most basic “manly” thing in the world is to be able to get it up when you’re getting it on.
Which means those who suffer from ED, also suffer a MASSIVE loss of self-confidence and identity.
Unsurprisingly, Pfizer reassures their prospects that they’ll get that identity back (and MORE!)
Check out the three examples of their advertising below as well as two bonus ads and see how they do it.
The message: You’re a globetrotting Playboy. (Rather than Steward the aging office worker). Young blonde women will bare their skin and look at you with come-hither eyes on exotic locations. Apparently you’ll be doing it in the open too, because you have nothing to be ashamed of anymore…
You’re powerful (Apparently suit-and-expensive-watch-wealthy-too). Your words have heft! Remember this message when you’re at the doctor’s office asking for help with your ED.
You’re a REAL charmer. Strong enough to “dip” your woman on the dance floor. Woo her again. Fall in love all over. Regain your youthful vigor.
You’re confident with the way you look. You feel flawless and you won’t let anyone tell you otherwise.
You’re inclusive and/or you’re proud of your sexuality. You don’t let ANYONE keep you down. (Honestly I have NO idea if rainbow wrapped booze actually sells more than cheap non-rainbow plonk… But at least these brands tried.)
How To Put Identity In Your Promos
- Figure out the desired identity of your prospect (you DO have a well-developed psychographic profile of your best clients right?)
- Think of ways to link the product’s features with that identity
- Show in images/copy how someone has attained that desired status
First Warning
Notice how the identity is never spelled out as a specific claim!
It’s conveyed in subtext and this is crucial.
You can’t say outright that you’ll become a virile macho man when you smoke Marlboros.
Your clients will complain.
But you CAN hint at a certain identity in your copy.
You CAN show pictures of virile men in your ads with admiring women in the background and the subconscious link will be built from there.
Second Warning… (What I Left Out)
I cut 692 words of outline (not finished copy) from this email before shipping it.
Which means originally it would have been TWICE as long.
In other words: There is a LOT more to be said about putting identity in your copy and in the way you advertise your products.
For example, I left out:
- How to “map backwards” from the desired identity to the features of your product to build a credible connection
- What a product’s dominant image ie: Why you can’t use mackerel to sell a Playboy lifestyle
- What do to when the dominant image is too far from the identity you want to sell
- The two different kinds of identity we all possess and how to tap into each one
If you’re curious whether there’s anything I can help you with then...
...Schedule a free call with me
Click the link above to see exactly why such a call is NOT going to be a painful pitch fest - but a 100% useful conversation that WILL help you make progress.