We all want our work to be remembered and leave a legacy. I mean who can forget the Budwiser commercial “Wassup” You don’t even have to seen the commercial to recognize that one-word saying!
As I have discussed before, Proclivities is the Science of Connection, and it can be used in retention, customer service, sales and as discussed in this two-part article, marketing. If you haven’t read part one go here now. Knowing your audience is more than knowing their demographic, you must know what type of Proclivity would be most likely to purchase your product.
The Artist Proclivity is all about how things sound even when it comes to tuning out the rest of the world. That’s why the The Beats by Dr. Dre Hear What You Want campaign is so successful. It resonates with the Artist because Artist Proclivity people have very sensitive ears and can hear bad notes, missed notes, and altered tones faster and with more clarity than anyone else. I’ve attached the YouTube links to The Beats by Dr. Dre commercials with Kevin Garnett and Daymond Green here because the Proclivity marketing is brilliant. They have clearly demonstrated not only what the Artist hears, but what the Artist needs to hear. You’ll notice in both cases, they didn’t silence the Artist because to the Artist Proclivity, silence drains their energy while music energizes them. Think how this could have gone wrong, if they had only silenced the voices showing their sound deadening qualities, they would have missed the target audience of the Artist and lost a large part of the impact. They also (maybe unwittingly) in the Kevin Garnett commercial targeted the Y’er Proclivity too. Using Aloe Blacc “The Man” as the song to play in the headphones directly impacts the Y’er Proclivity:
“Girl you can tell everybody
Yeah you can tell everybody
Go ahead and tell everybody
I’m the man, I’m the man, I’m the man
Yes I am, yes I am, yes I am
I’m the man, I’m the man, I’m the man
I believe every lie that I ever told”
Using the words Tell and Told tells us that the writer of the song is a Y’er and as fellow Y’er I was much more impacted by this commercial than the Daymond Green one which uses the Eminem Song Phenomenal. If you are more affected by Phenomenal, there’s probably a Player Proclivity playing a strong part in your world. If you want to know your Proclivity go take my free online assessment.
Y’er Proclivity people have the unique ability to almost seamlessly move in and out of other Proclivity languages. That doesn’t mean that they don’t have their own language and requirements. In reviewing successful marketing campaigns designed directly for Y’ers. I think what Progressive is doing with Flo is outstanding. The commercials are relatively simple with Flo talking to the prospective clients. As I mentioned before Y’ers have their own needs and one of them is silence. In the same way the Artist needs music and noise to be settled, Y’ers need silence to think and formulate thoughts. There’s relatively little background noise on any of the progressive commercials, but this year Progressive has upped their game even more with Hype Man. In this marketing campaign, you clearly recognize Flo getting frustrated with Hype Man because he won’t be quiet (watch here). All Y’ers can relate to that, yet you see Hype Man take back over and double his appeal with the targeted Proclivity when he says:
“cha-ching, talking bout getting that money — talking bout getting that money.”
Proclivities is changing the game across the board. Therefore, for you to stay relevant and on top of your own game in this very noisy age, your marketing has to be on point. Before creating an ad campaign, a blog post, or a sales video, consider what you’re trying to say and who you’re trying to say it to. What’s your message, and which Proclivity type would be your best target market? Finally ask yourself how can you maximize that market and include another Proclivity for added sales?
If you have questions about Proclivities: Science of Connection and how you can use it for your business I’d would welcome a discussion with you. If you haven’t taken the quick free online assessment so you know your Proclivity go to my website and take it today.
Seanlai is CEO of The Retention Experts and is an internationally known speaker, author, coach and consultant. She is the founder of Proclivities:Science of Connection and Seanlai helps companies and individuals connect and strengthen leadership, retain talent and increase their profitability. Her new book, The Mysterious Power will be available in stores 2nd Quarter 2016. Connect directly with Seanlai at Seanlai@seanlai.net or via twitter https://twitter.com/SeanlaiC