Comments on: Words That $ell!

By: Anne Wayman

Anne Wayman — Mon, 28 Apr 2008 13:25:16 +0000

Any time you want John… truly. Since there’s no pay I can hardly set a deadline… ;) Links tho’, of course,

By: John Clausen

John Clausen — Sat, 26 Apr 2008 18:25:59 +0000

I’m up for it, Anne, let me know when you want the goods.

By: James Chartrand - Men with Pens

James Chartrand - Men with Pens — Thu, 24 Apr 2008 12:41:04 +0000

That’s a generous offer, Anne. Here’s what I propose – how about one post from each of us, with John going first? His point of view, my point of view :) Everyone wins and hopefully you get two days off. What do you think?

By: Anne Wayman

Anne Wayman — Thu, 24 Apr 2008 12:38:41 +0000

John and James… I think I’m going to turn these comments into a post… or would either of you like to do a guest post for me?

By: John Clausen

John Clausen — Thu, 24 Apr 2008 03:20:04 +0000

I’d say that the possibility that your daughter may expire because you didn’t do or buy something plays into guilt. Same way with desperation: if you weren’t guilty about some mistake you made you wouldn’t be in the desperate situation. And as far as greed goes, there is an old advertising button called “the fear of loss of gain.” In other words, “greed.” The eternal question that marketers must answer: “What’s in it for me?”

By: James Chartrand - Men with Pens

James Chartrand - Men with Pens — Thu, 24 Apr 2008 01:30:09 +0000

@ John – Fear and desperation. Neither fit with greed or guilt, but they sell.

I will buy this because I fear if I don’t, my daughter could die. Or get sick. Or run a high fever and have convulsions. Or not be mentally developed enough. Or physically able to fight off bullies. Etc etc.

And desperation… Well, when you have nothing left and the options are grim, you just might do anything to get out of it.

By: John Clausen

John Clausen — Thu, 24 Apr 2008 01:21:11 +0000

In the last few decades I have isolated what I think are the only two selling buttons: Greed and Guilt. Every successful selling emotion can be categorized under those two. Think about it and see if you can find a successful advertisement that doesn’t fit.

By: Anne Wayman

Anne Wayman — Wed, 23 Apr 2008 23:40:44 +0000

of course I do! love you I mean. and yeah, it’s a good exercise and a good or better than good post ;)

By: James Chartrand - Men with Pens

James Chartrand - Men with Pens — Wed, 23 Apr 2008 21:46:05 +0000

Thanks for the mention, Anne. Admit it; you love me, no matter which blog I’m posting on ;)

Actually, I was pretty proud of that post. I’m surprised at how many people get it wrong, and it’s a fun exercise to use while working – it lets you stretch your wings while you test out different words to see which resonates best.