Loss of Control is one of marketing’s 6 most motivating selling strategies. (I haven’t locked down on the other 5, though “save money” and “better service” have to be included.)
I wrote a brief once for a home healthcare service catering to well-heeled, upscale individuals who didn’t need to rely on Medicare for payment. I called the target “Captains of the Castle,” a mixed metaphor indicating that not only were these people heads of household from a financial standpoint, they were one-time captains of industry.
Let’s just say, back in the day these individuals were powerful, proud and in control. Now in their 70 and 80s, Captains of the Castle are still proud, but in failing health and no longer powerful or running the show. (You’ve seen this black and white movie, no?)
Most healthcare marketing in the home care category targets the caregiver. This brief was aimed not at the caregiver but at the care recipients — the Captains. The promise or offer was a specialized homecare program that gave them control back. Control in their own homes. (In fact, the brief generated a new product idea.)
As you are writing briefs and segmenting your targets, don’t forget to ask yourself about the loss of control as a motivator. And, as you are selecting your media, message and proof, don’t cede control to the consumer. Media Socialists think that’s the haps and they are largely wrong. Peace!
