How to build a saleable personality into your product
The desire that isn’t obvious: The Longing for Identification
Identification:
The active process by which copy capitalizes on the desire to build realization of the desire.
Identification is the prospect’s desire to act out certain roles.
First, turn your product into an instrument of achievement of these roles.
Second, turn your product into an acknowledgement that these roles have already been achieved.
Character roles: His achievement serves as a symbol of mastery, to invoke awe from his friends, these are roles of fantasy, known
only by the prospect, but desired to be acknowledged by the world
Achievement roles: Display is vital, positions of power and authority
Our possessions are expressions of that position
Identification is at its core the desire for recognition.
To build identification, use accepted characteristics of your products to build up the image of prestige.
Create multiple images to strengthen the identification, but remember the primary image as the foundational base upon all others
are build.
Develop a mood, enhanced and brought to life by the images.
It must be believable: What does your prospect already believe about the personality of your product?