Pack This Marketing Lesson

 The other day I stumbled across a brilliant website example of Hypnotic Marketing.

It all began with me hunting for a leather satchel.

I carry so much stuff these days – from cigars and cigar cutters and lighters, to pen and paper, to magic tricks, to nasal spray to protein bars to herbs to books and magazines, to who-knows-what-else – that I need more than bulging cargo pockets in my pants to get through a trip to the store.

So I kept looking for the perfect “man purse”.

Pretty frustrating as most male purses aren’t very cool.

But then I found one listed on eBay. I bid on it, won it, and went to the makers website at www.saddlebackleather.com to learn more about who I bought it from.

The first thing I noticed is their personality. Their tag line is –

“They’ll fight over it when you’re dead.”

I love that. Made me feel like I own something really valuable. Heirs may not fight over Francine or Ladybug, but they sure will this leather satchel.

Then I noticed that they aren’t afraid to list their competitors.

If you look at www.saddlebackleather.com/rivals.htm, you’ll see their competition. The site says “The more you shop, the better we look.”

That’s confidence.

Their website copy is also a great example of hypnotic writing. For example, note the vividness of these lines –

“Saddleback Leather goods are made to last longer and age better than their owners.  They are designed to be a reflection of the one who carries them. Are you average, boring and cheap or are you uncomplicated, classic and well put together? Carry something that says who you are.”     

I think their products description page needs more copy to better describe the items in a hypnotic way, but the site is certainly doing almost everything else right. 

They also cover the visual buyers, with a funny video of one of their bags being chewed up by a crocodile who was purposely teased and tempted to eat it. See www.saddlebackleather.com/videos.htm

Not enough marketing has personality, or confidence, on top of a terrific, unique product. This company does.

After I received my satchel – which was shipped overnight– I received an email from Dave Munson, the seller, about how to care for it.

This follow-up made me feel like buying even more leather products from these people. And since the satchel I have now is probably smaller than what I really need, I’ll probably buy a larger leather bag from him.

This is hypnotic marketing at its finest.

Ao Akua,

Joe
www.mrfire.com

PS – I’m a fan of Dan Kennedy. I so love his work that every month I actually hope he comes out with a new product so I can buy it. Can you imagine if your brand was so powerful that people sat around waiting and wanting to buy from you? It’s something to shoot for.

Note: The photo is of me holding my new satchel and a copy of my latest book, written with Jillian Coleman-Wheeler, Your Internet Cash Machine. It’s in book stores now. (Hint, hint.)