Rodin Paolo and Francesca - The Monday Morning Memo

*Paolo and Francesca* are shown on the left door pane.
Paolo tries to reach Francesca, who seems to slip away.

“Beautiful people know they are beautiful.
Smart people know they are smart.
Rich people know they are rich.
You don’t need to tell them.

If you speak about surface qualities, your words are superficial.

If you speak about inner qualities, your words are deep.

Flattery is an attempt at superficial bonding. It is the pickup line of a creep in a bar, hitting on a pretty girl.

Has it ever occurred to you that creeps talk to women about the ‘features and benefits’ they see on the surface of the woman? And then they describe their own ‘features and benefits.’

Transactional ads are written to entice you to buy a product; “Give me what I want, and I’ll give you what you want.”

We settle for sex when we cannot find love.

I am talking to you about advertising.

Most advertising focuses on ‘features and benefits’ because most marketing is created by morons.

The woman in the bar is your customer. She is standing alone on a tiny island surrounded by an ocean of ‘features and benefits’ but it is an ocean only a few inches deep.

What do you think would happen if you advertised what your customer really wants? What do you think would happen if that woman realized that your only goal was to rescue her from that tiny little island?

In your advertising: Bond with your customer. Connect with your customer. Care about your customer. And then don’t be surprised when they call you.”

- Monday Morning Memo, November 6, 2023

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