Sorry for the delay in continuing the promised series of blog posts about the 7 triggers of fascination as noted in the excellent book Fascinate by Sally Hogshead. For this installment, I’d like to share a unique use of the Trust trigger. It’s made unique by the secondary triggers, Vice and Lust.
The home page on the website for Meineke Car Care Center in Columbia, MO features a quick audio message that plays when you visit. If you listen to the words of the message, it delivers the main trigger of Trust almost immediately and finishes with the Lust trigger: the anticipation of pleasure, which we crave. (…so you can enjoy The Long Ride). The tone of the message delivered through the voice inflection of the narrator (reminiscent of Barry White) and the style of background music suggest the Vice trigger.
This is a unique combination of triggers because the definitions of Trust (certainty and reliability, to which we give our loyalty) and Vice (rebellion against rules, which tempts us toward “forbidden fruit”) seem to be contradictory. In this instance, it is quite effective because it easily cuts through the clutter of other marketing that inundates our daily lives. Nice job, Meineke!
This is a prime example of doing something unique with your advertising. Too many businesses fall into the trap of doing what everyone else is doing. The actual message of this particular advertisement isn’t that different from any other car care center ad, but the unique way it’s delivered definitely grabs your attention by the scruff of the neck. If you want to stand out from your competition, you MUST be different! Using Triggers of Fascination is a great start!
Tags: 7 Triggers of Fascination, advertising, Columbia, marketing, Meineke, MO, Sally HogsheadCategories: Advertising, Business, Business Development, Marketing, Media, Sales, Success.
