Thursday, July 17, 2008
Passion. There Is No Substitute.
Do you want to know the best thing about working on a car account? You don't? Well, I'll tell you anyway.
People care about cars. Passionately.
Most products, people just don't care. The trick is to make them care. But going in, they don't care.
Deodorant? Don't care. Toaster pastries? Don't care. Cars, especially the sports car I work on? They definitely care. They care in ways they don't even fully understand.
The only product I can compare it to is money. Financial services. But there, some just don't want to think about it. Especially if how you talk about it hits too close to the bone.
Cars are the candy store of advertising.
at 8:38 PM