Whether you are selling a product, an idea, or yourself you should always consider the promise you are making to the consumer. The promise is a sense of fulfillment pertaining to a desire. Because my passion is film (and more specifically story) I’m going to apply these traits to different genres to better demonstrate my point.
The human mind has the capability to understand and recall extremely vast amounts of data and complex systems. Doing this requires work, however, and is no different than embarking on a vigorous workout. Certain people enjoy performing challenging physical activities for the purpose of improved physical health but they are in the minority. Despite our ability to push beyond conventional boundaries it will always be a mistake to expect or even ask this out of your consumer. In other words, any product that requires hours to study the manual, any book that necessitates undivided focus for its labyrinth of plot, and any song that requests more patience and a unique taste from its listener will all struggle to gain any traction whatsoever.
Just because we can be better, stronger, smarter, more ethical and less lazy doesn’t mean that we want to – or ever will be. Our minds are electric and they seek the path of least resistance.
You can argue about the above information all day. You can say its a reflection on modern day reality and the dangers of the informational age. You can say all of that but it won’t change anything.
I think the greatest way to analyze human behavior is through the convention of religion. Since the dawn of mankind man has understood himself to fall short of where he ought to be. In each of us is the desire to be better, but in each of us is the desire to do things that harm ourselves and others. This battle is known as temptation.
David Fincher will be remembered as one of the greatest directors of all time. He has directed Fight Club, Zodiac, The Social Network, and too many other great movies to list. When asked for his secret to success, he stated something so unusual that I still find myself contemplating it daily. David Fincher stated he had made a career out of the belief that “People are perverts.”
After a quote like that you would expect his films to be almost pornographic in nature, or at the very least heavy with sex. Instead, David Fincher tends to direct psychological thrillers that are not heavy with nudity or innuendo (those these items are still present). So how did this saying shape his career?
In my opinion, I don’t believe he used the word pervert to specifically refer to sexual deviancy. I believe he meant the image of a person watching his neighbor through a crack in their blinds. Our desire for anonymity during our private hours is obvious, as no person enjoys airing their dirty laundry in front of others. We have an intrinsic desire to watch what others do in private without our presence ever being detected.
What did all this have to do with the topic of the post? I don’t know man, I just finished my work week and I went off on a tangent. But here is a short summary of things we watch or take part in and the underlying emotional experience we are looking for when we do:
- Religion – hope
- Hip hop – power, confidence, rebellion
- Thriller – Anxiety, discomfort, an escape from our personal problems
- Romance – Love, contentment, realization that our own lives are worthy of enjoyment
- Jewelry – To be perceived by others as beautiful, wealthy, and special
The list goes on and on and exists in every facet of everything. But just as important as it is to understand what the consumer/viewer/reader/listener desires when they choose to give your product/composition a chance, it’s equally important to understand the nature of tension. I guess that brings us back to the beginning of this post – realizing temptation drives us. Look at the opposite of the product’s promise to discover the driving force.
- Religion – hope (build up fear to fulfill)
- Hip Hop – Power, confidence, rebellion – how do these songs often start? With a story about former poverty, rejection, and the collective “in” crowd the artist was formerly rejected by.
- Thriller – Anxiety, discomfort, escape – Begin with complacency and happiness. Engage the viewer to subconsciously root for tragedy by waving “the good life” in front of their face. In other words, bring out the feelings of envy before delivering the promise of fear, doubt, and worry that many fans of this genre are actually accustomed to in their daily lives.
- Romance – Before we can arrive at happiness and contentment, the journey must include dabbling in all other potential avenues for life and relationships. That is why the lead in this story has one love interest and one sociological interest. It is also why they are typically between jobs or considering their passion over a guaranteed paycheck.
- Jewellery, elitism, fine dining, sports cars, etc. – the promise is a sense of importance and elevation from those around you. What is the fear that drives this decision? It is a club. You can either afford it or you can’t, and those who can’t aren’t welcome. This sense of exclusion is necessary for they types of individuals and products. VIP, limited availability, invitation only, these all sell and generate interest based off of this idea. In the form of a movie, Ocean’s Eleven comes to mind. The actors are all A-list and good looking, but it goes well beyond that. The story is fast paced, the lines are quick-witted, and the non-main characters are always dumber than our heroes. There are countless comedies that are similar to this as well. Think of any movie that you’d be comfortable recommending to a group of friends to view despite having no interest in watching it yourself. That is a story that exudes a sense of cultural value and supremacy much like products we can wear or be transported in.
Anyways, today is my drinking day so I’ve got to get to work. I know this post was all over the place and haphazardly put together but I wanted to get something out. I’d like to go into more detail and expand on these ideas and theories sometime in the near future. Have a peaceful morning.
Thomas M. Watt 