Israel gold bullion coins money wealth economy 370.
(photo credit: Eli Gross/Keren Or)
There’s a Yiddish word that deserves to enter the general English lexicon, just
like the words nosh, kvetch, and yenta.
“Ba-nim-men” is the word. It
loosely means “taken in” by something you read, saw, smelled or
Whenever you advertise, or respond to an advertisement, 99.9
percent of the time there is really nothing new or different about what you’ve
just seen, versus what you saw six months ago.
What has changed are your
circumstances. Perhaps then, you weren’t in the market for an engagement ring,
but now you are. Perhaps then you weren’t thinking about getting a new car, but
now you are.
You’re in the buying zone – and that’s why you took action
this time. In the past you would have treated the same message by the same
person no differently than you would an ad for giant, ugly yellow unicorn shaped
lawn ornaments (unless you’re in the market for such things).
times have you finally done or bought something, while groaning to yourself,
“This is exactly what Grandpa told me to do years ago! Why didn’t I listen
then?” Kids grow up and suddenly recognize that behaving maturely results in
more benefits. It’s the same with adults. We all make business mistakes that
cost us untold sums in lost profits, productivity, and grief until we realize
that there’s a better way to operate.
Why do you buy bread? Because you
need to have something to toast with your eggs for breakfast. But why do you eat
breakfast, if you do? (31% of people do not eat breakfast). Is it habit, or
tradition, or for health reasons? Or is it because having breakfast when the
kids are in school, and before you head out to meetings, is the only quiet time
in your busy household? When you see an advertisement for bread that talks not
just about the physical item made out of dough, but the product or brand itself,
why do you buy it? Does it resonate with your subconscious somehow? If your
subconscious prods you to buy the bread that’s what I call “banimen”. You have
been taken in by the advertisement and the call to action, because the
advertising has managed to get inside you and push your buttons.
us has different reasoning for taking the same action. One person takes a flight
for vacation, another for business, a third is on the way to a funeral, and a
fourth is sitting there because he’s paid to do that. He’s called the pilot!
When a marketing campaign is undertaken, it’s really about mapping out why
different people take the same actions. Marketers want to understand how to hit
those triggers. At seminars, some people come to learn, and others come to
network. But everyone wants to have a good time and listen to speakers that use
humor and create a palpable excitement. This is why edutainment is the perfect
form of lecturing and imparting information! That’s also the reason why stories
and parables work so well in conveying information; they’re easily remembered
and easily triggered with just a short reminder.
One person buys a new
doormat because the old one is no longer wiping muddy shoes properly, while
another buys a new one because it needs to match the new front door. To one,
price is most important, while to another, any old welcome mat just won’t make
the cut; they want one that says shalom! It’s the unique wording, a slightly
different message, or a subtle shift in context that makes all the
Is a Cross pen worth so much more than a regular one? Maybe,
maybe not. But as soon as the company makes you see it’s not just a pen, but
also a finewriting instrument, then they’ve placed their product in a different
league. When you see the title Dr. in front of someone’s name, you respect them
more, and studies show that when the person opposite you has degrees or pictures
of themselves with famous figures they are more respected.
This is an
important element to why political functions charging $50,000 a plate can do so;
many of the people attending are really coming because of what a picture of them
with the President can do for their business and personal image
If you want to attract multiple audiences with different
desires and motivations to your product or service, don’t try to cater to them
all in one advertisement.
Rather, create a marketing mix with a variety
of different images and messages, each one catering to a target subgroup. And as
the results come in, you can fine tune your campaign even more by seeing which
ads and offers are bringing in the customers; you just might be pleasantly
surprised by what factors are fueling your business growth!