These examples are all a continuation of the article on history’s most powerful sales appeal.
Apple’s Here’s To The Crazy Ones
Notice how this Super Bowl ad is almost 100% glorifying a certain identity. Do you see the laundry list self-administered labels. Labels that build identity, and position the ideal audience as different, as misunderstood - and BETTER than those who don’t “get” them?
See how sneakily Apple positions themselves as the only company who is on their side. The only company who sees them for what they are.
Geniuses.
(Note: Buying Apple products doesn't actually make you a genius, but it sure feels that way to their hardcore fans)
But, wait a minute!!1!!11one!!!
Why isn’t Steve Jobs calling HIMSELF a genius?
Why isn’t this ad about how good he is?Why isn’t this ad about his credentials?
About what a wonderful design and visionary he is?
About his awards, accolades, accomplishments and achievements?
Why is this entire ad about building up identity in Apple’s ideal prospects rather than saying: “We’re the world’s no.1 brand for rebels”
Well…
You already know why, don’t you?
Nothing sells like making your prospect feel that what your product does, is let them become the exact kind of person they want to be.
Example From The Insect Sector
Here’s EXO protein (selling acheta/cricket protein)
The image above is taken from www.exoprotein.com in May 2024.
It’s the very first thing the visitor sees, and it works as a subtle piece of identity building.
The analysis:
Outdoors, wearing a warm hat, he's obviously fit, beard, gazing towards the horizon and the mountains in the distance.
- Who do you think EXO markets to exclusively?
- What KIND of person is that?
- Do you think that kind of person recognizes themselves in this first impression?
You can visit their InstaGram profile and see if this image corresponds well with the type of person they're advertising to on IG as well.
Hint: The picture above wasn't chosen for design or aesthetics, it's a representation of who their ideal client wants to be.
Here’s Another One…
By now you can probably do the analysis yourself.
I mean…
Just LOOK at that guy.
Lazy cigarette in the corner of his mouth.
Smoke, like gun smoke, wafting across his weapon.
His attention on his work.
Expertly loading a shotgun.
Here’s a hunter…
A focused killer…
A MAN!
This cigarette ads -by the way- is from the time when Marlboro discovered that among all the machismo stereotypes they’d used in their advertising (pilots, hunters, captains, etc) , the cowboy was by far the most effective appeal.
And thus was born the Marlboro man...
Here’s A Self-Test
This image was taken from the social media profile of a company that sells baby equipment.
Ask yourself:
Why are new moms crazy about his image?
Can you deduce some of the hidden messaging?
What is it about a new mom's thoughts and belief systems that makes this image so appealing?
Other Resources
The articles cover four main topics of interest:
- Psychological reasons why these triggers work so well
- See the exact numbers and marvel at what a difference primal advertising makes
- Get your very own checklists, tool kits and implementation guides to DIY all of this (if that’s your thing)
- “Spy” on other companies (perhaps even your competition) and discover how they implement these primal marketing tactics.
Get Personal Help From 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.