(Write Marketing Strategy Seminar: Part II. Section 1.)

     Features & Benefits Appeal to the Ego. What about the Id?

     For purposes of discussion, we'll define The Ego as that part of the human psyche that can actively imagine doing something different, being someone different, or trying something new.  Marketing Strategy invariably addresses the Ego.

     The Ego is aggressive, searching, quickly interested, and full of hope.  Catch the Ego's attention and it will usually respond positively to anything new and exciting.  "Yeah! I want one!"  

     When you follow our suggestions on how to write marketing strategy you are instructed to list all the rational points of difference between your brand and the competition.  Then you're asked to describe an emotional or nuts and bolts benefit each benefit confers on your prospect.

     That's as far as most marketing strategy goes.  This lesson plan encourages you to go one step further.  Think about The Id.

Without being too Freudian, let's define the Human Id as the repository of all basic animal instincts, habits, memories and fears. The Id resists change. It wants you to do what you have always done.  It does not want you to do things that are strange, self-destructive, anti-social, or too expensive. The Id is suspect of all "Marketing Strategy."

"Yeah, but...you tried something like that once before and it broke. Remember? Besides, it costs too much.  Nobody you know has one. It might not work. Better wait and see."  

     Direct Response advertisers and most salesmen know the longer the time between inquiry and close, the less likely the latter will occur.  

     It is relatively easy to get the attention of the Ego, but given enough time, the Id will come up with all sorts of excuses, Id-Factors or  "Yeah, buts..." that will prevent you from making the sale.  

     Marketing Strategy based on the promotion of rational features and emotional benefits may well get you noticed, even tried by Early Adaptors (people with very strong egos).  What about people with average to strong Ids? How do you convince them to try something new & different?

    If you want to win the battle for the wallet, you must identify and defuse the most common Id-Factors in your consumers' minds.  

Solution: Id Positioning gives the Ego time to buy.

     Consumer research can often discover the most frequent excuses people come up with to NOT buy your brand.  Run a few focus groups or ask your sales force, "What's the first thing people say when you mention price?"  Often a great many prospects will come up similar excuses.  If the marketing strategy can defuse them obliquely or head-on up front, the Id may have to dig deeper for a less-convincing reason to do nothing.   

Six Examples of Successful Id Positioning.

National Dynamics Speed Tapes
Carnival Crystal Palace
Time Warner Cable
Pulte Homes
Army National Guard
You

Write Marketing Strategy Seminar

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