Consumer Buying Behavior is predicated on one 
fundamental truth: All Men Are Created Wet.

A cubic centimeter of water heated to 100ºC will boil only if an additional100 calories
of heat are applied.

Our bodies are about 76% H₂0.  Naturally, we behave like water.

We are also creatures of Habit.
We keep doing whatever we’ve been doing until things get to be physically, emotionally, or financially insufferable. Or until we just get Bored.

Slowly our temperatures rise towards that Psychic Boiling Point.

Then some sort of 100 Calorie
Emotional Trigger Event occurs.

WHSSSSSS!

We suddenly turn to STEAM.

We rush off Furiously to Find an Answer.  We consider every possible Alternative.  We study the fine print. We look for the Best Deal This Week Only!   We start Googling for relevant keywords.

Whoever cools us down gets our Cash.

Often we end up choosing something new that's remarkably similar to what we already had.  Just look at the clothes hanging in your bedroom closet.  Or all the ads you've run for the past decade.

MORAL: Get Close to the Steam.

Try to figure out the most common Trigger Events that push people into your category.

Dramatize the ways your Features & Benefits can satisfy those transient emotional yearnings.

Target next week's shoppers.
Feed ‘em those final 100 calories, this week.

You’ll be the first place they go to
Cool Off.

EXAMPLE:  For months Pulte had run standard floor plan & price ads in The Washington Post Real Estate section for the Final Phase of their Woodstone Condominiums.  No traffic.  No sales.  Too many other ads offered bigger or cheaper condos.  I thought Pulte might do better in the Friday Events Magazine instead.  Heat up prospects a week or so before they started to study the fine print.

All 90 condos sold out in a few weeks.

Click to The Reflection Principle to learn how to improve the content of your ads and landing pages.

Oh, are you steaming right now?

Are you actively searching for a way to improve your ads, launch a new brand, or otherwise overcome Consumer Apathy?

407) 895-3092.

Or do you just want somebody to provide an adequate level of service, conform to established norms and protocols, and keep the corporate bathwater comfortably warm?

Plus ca change, plus c'est la même chose.