“This old pro, a copywriter, a Greek named Teddy, told me the most important thing in advertising is ‘new’. It creates an itch. You simply put your product in there as a kind of calamine lotion”. - Don Draper (Mad Men) Don Draper can sell anything to anybody. He can instantly read a room full of people and emotionally tear them to pieces. He knows exactly what they are thinking and what they are going to say next because he’s just scratched those words into the side of a bullet and fired it point blank, directly into their brains. Don is the ultimate salesman.
Incredible that he’s able to achieve all of this whilst maintaining a strict diet of whiskey and infidelity for the duration of the working day. “New” is one of the most powerful emotions that can be used to convince somebody they need something and they NEED IT RIGHT NOW. Paired with a dash of urgency and a sprinkling of scarcity, it can be one of the most devastating weapons in your arsenal. People like to think they are logical in their buying decisions, but generally that’s not the case. You know your audience better than they know themselves and the hard work is already done. Some emotionally charged wordplay will have them eating out of your hand. It’s an itch between the shoulder blades that they just can’t reach. It’s a beacon of light shining through their mundane every day. It’s calls to them, beckoning them towards it and they want it so badly, that they cant even hear themselves think. And there you stand, sculpted arm, outstretched, perfectly manicured nails, ready to scratch that mother and make them feel like a billion dollars. - Mr New
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