In Predictably Irrational, author Dan Ariely describes the phenomenon whereby human beings naturally attach a lot more positive emotion to possessions that present a bit of challenge to obtain. He calls this The IKEA Effect.
Marketing messages can work the same way. Sometimes “Some Assembly Required” can be a very powerful thing.
A fairly recent example of this, and, in my opinion, one of the most effective works of advertising of the past five years, is the American Express “Don’t Take Chances, Take Charge” TV campaign in which everyday objects like clothing, furniture, a shower curtain and even a pair of closet doors (my favorite vignette) display sad faces while the voiceover describes how they might get stolen, lost or broken.
The faces turn happy as the copy tells us how Amex insures purchases against those very vicissitudes.
Aside from the fact that these are exquisitely crafted little films (the Bach cello music is a brilliant accompaniment), what I find particularly riveting about the ads is that you need to watch them for a few seconds to get the joke. It’s not immediately apparent that the wallet, mug of cappuccino and leather chair are “sad”.
But, by the time your brain can actually form the concept of “hey, what’s going on here?”, the coin drops, the light goes on, the synapses fire and your brain sighs with relief. You experience what I call the “aha high”. It’s the little endorphin squirt that makes you feel, without really even being aware of it, “I get it. Thank you for proving how smart I am, American Express. I feel good about myself and I feel good about you, too.”
If you want me to trust you, don’t prove that you’re smart. Prove that I’m smart.
I don’t have any research here in my hands that demonstrates the efficacy of the American Express commercials, but I do know that I recently worked on a strategic development project for a big retailer in which we discovered the real, emotional components of the elusive thing called “trust.” One somewhat counter-intuitive insight was this:
if you want me to trust you, don’t try to prove how much smarter than me you are. Instead, make me feel smart for affiliating with you (Note: this has some pretty significant implications for any organization that sells “expertise”; whether that expertise is in home theater systems, enterprise resource planning or marketing strategy).
There are a lot of ways to make a customer feel smart. One real good one is to let them do some of the final assembly of your message all by themselves. This can be a scary proposition for some marketers. The comfortable approach would be, once you’ve gone to the trouble and expense of getting their attention with your ad or promotion or message, tell them everything. Spell it all out in clear, simple, short words. Don’t count on your audience to “get it”. And don’t dare omit anything, because you never know what part is going to connect.
But I believe sincerely (and so does Dan Ariely, who’s a psychology and behavioral economics professor at Duke University and a frequent TED speaker, so he must be right) that it’s our job as communicators to figure out what’s going to connect, and craft our work in a way that allows our audiences to “get it”. If we do that, they’ll value our messages more highly and we may just earn a little more of their trust in the process.