The modern advertiser and marketer… Call him a Market Maker… or better yet, a Market Diviner.
He seeks not to create new markets, for that would require educating, which takes time and great expense.
No. The Market Diviners goal is to be at exactly the right place, at the right time, with the right gadget or gizmo – To discover, intensify, and revitalise the desires held by a market. To focus those already existing desires onto a particular product.
But the desire must already be there. You can not create it. Mass desire is the public spread of a public want. And a market is born of sufficient people to warrant selling them a product, created by permanent forces of mass instinct, and the forces of ongoing societal and technological change.
The marketers job is to know his market, to inventory the markets desires, to chart their forces – And to then build and intensify the markets reaction to its basic need.
"If you build a bridge of ideas or images across the chasm (of his insight) starting on his side – then he will let you lead him almost anywhere." – Gene Schwartz
Conducted by a mass conversation – a discourse with his market, in which he feeds that market ideas, and it feeds back to him reactions from which he adapts.
The Market Intensifier knows that people do not change, only the direction of their desires. And the marketer hooks onto those deeper currents of need and desire, and re-directs it in favor of selling opportunity.
The marketers attributes include cunning intuition, deep analytical ability, and verbal creativity.
In copywriting… ad preparation… campaign planning – his sensitivity brings him anticipation points; sensitivity of the inevitable reactions of his approach. Playing a dual role, he empathises totally with the prospect, yet holds the distance required to observe, understand, and control the prospects reactions.
He anticipates their 3 classes of question and demand: For more information. For proof. And for an explanation of mechanism.
And with that we understand that the copywriters, or marketers, or market diviners objective… the core of advertising… is to be the very script writer for your target markets dreams.
Inspired from reading and re-reading the Gene Schwartz 1966 Breakthrough Advertising.
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