Often times you’ll finish watching a movie and remark, “that movie was good but I liked the book better.” Why is that? I think there may be a number of reasons but one reason in particular seems very fitting.
Maybe it’s just me, but the “movie” in my head that plays as I read a book blows away most movie director interpretations. As I read, I vividly capture the look and mood of each character and the surroundings as I see it. The “movie” I watch in my head is my interpretation and therefore is customized to me.
So what does this have to do with marketing? Often times while experiencing your product, a consumer will also play a “movie” in their heads. A young teenager at the Apple store will picture in her mind showing her friends the latest iPod and the associated feelings of being part of the “in” crowd. An otherwise stuffy accountant may imagine himself on his new Harley Davidson and the feeling of freedom. A mother may vividly picture herself in her new home with her children surrounding her by the fireplace as she reads them a bedtime story. My own “movie” showing my hopes and aspirations is better than any marketer could ever dream of because it’s my fantasy and it is personalized and customized to me.
Sometimes as marketers it’s best to involve ourselves as little as possible with the consumer movie making process. Sure, we must give them something worthy of a dream. And like any great storyteller, we must suggest tangible imagery that conjures up vivid and relevant desires in the mind. However, once this is done, my advice is to get out of the way and let the consumer customize her own movie.