Furry Godmother

Now this is an AD!

It is hard to put a value on this type of idea in advertising.

But, let's take a shot?

First, there is the HUGE power of the way this ad catches your eye by the clever change of modality - just by changing Fairy to Furry.

Second, is the way "Furry Godmother" makes the target customer feel. A dog love is a dog LOVER - they are fanatical about their pets - and one of the things they like about their dogs is that they are, well, FURRY. They feel nice. They are fun to pet.

By acknowledging this in the ad - the advertiser makes an instant unspoken "connection" with the reader/buyer.

I know, because I AM that target market. I have a miniature-pinscher dog and man, Iove that dog. Yeah, it's funny to see us walk down the street - I'm 6' 1" and 2 hundred and plenty pounds - and my dog is maybe a foot tall and weighs in at a whopping 15.

Did I mention I love my dog?

Somehow by phrasing this headline with the humorous and connecting twist - I just KNOW this person is going to see the world the same way I do. Trust is strong.

Then, let's consider the Godmother part of it.

This word is just pregnant with all sorts of images - and all of it is positive, in this context.

Godmother summons words like:

wise - caring - mature - spiritual - nurturing - reliable - fun - Wizard of Oz - go ahead - add your own.

Furry Godmother - the combination is marketing alchemy!

But there is yet another advantage of this phraseology - and it's force and currency endures long after the ad is read.

It's the momentum of a good marketing nickname.

Do you think that someone might call and say "Am I speaking to the Furry Godmother?" - - - YOU BET!

If she's smart - (and we already suspect this!) she'll latch onto this and use it again and again - in cards - in advertising - in her invoices - in her emails - well doggone it - it's GREAT!

Are you getting ideas for your business from this?

You should.

Like carrying this onto special names for product packages, "The Furry Four" - or a newsletter, where she gives advice - - and if she hires helpers - well, they could have fun titles, too.

So here in Denver Colorado - a marketing spark is lit - and if she rides it this one single marketing idea can carry her right up to "I'm sorry, I have to put you on a waiting list."

Of course, if she were an investment banker, handling millions of other people's dollars, or a CPA who was being counted on to be highly analytical this might need to be considered in light of the CUSTOMER perspective. Furry would be out, obviously!

Here's the kicker for YOU.

Look at ideas that are out of your discipline - outside of your business theme - and think of how you could apply them to your business marketing concepts, products, offerings, and communications.

Great marketing is all around us - and implicit in any great marketing is it's essence - it's idea.

If you take the time to PAY ATTENTION - you'll soon begin to see these ideas emerge - and then you can tame them for yourself.

Want a clue as to how to start doing this?

Simply ask yourself, how does this poster, ad, billboard, jingle, packaging, etc, make me FEEL? What am I thinking when I look at it.

Not necessarily what you get from concentrating on it.

But what you get from concentrating on your first impressions.

Remember, great marketing is all around you - you simply have to pay attention!

Thanks for playing,
Rick

Tags: marketing ideas, Rick Butts, , marketing strategies, marketing tips