There is a reason why every marketer says to “understand your audience”. That reason is because your audience determines the value of your product. An object’s affective valence, the emotional/motivational significance which an object possesses, is based on the subject’s desired/fearful future, their heaven or hell, if you will.
A person’s world, their interpretive structure, is comprised of heaven and hell. Heaven being the desired future which they wish to move towards, and hell the fearful future which they wish to avoid.
An object gain’s attractiveness when it has a clear utility for the user, the stronger and more effective the perceived utility, the stronger the attraction to the object. The utility of an object is measured by the object’s ability to move a user towards a desired future and/or away from a fearful one. Understanding your customer’s “heaven” and “hell” is the key to building an object with immense attractiveness.
It’s all about perception. For a person to buy something, they must believe it is worth it. They must perceive in their minds that what they are purchasing, whether it be with money, time, or energy, is going to move them towards their promised land and/or away from the hellish realm of torment and suffering. In short, for a objective pattern to possess a person it must be perceived as useful, as “useful” is defined by the subject.
If you, as a person, want to be attractive to another, you must show your worth. You must make your worth apparent without seeming like a fraud. Any man can decieve, but the world has become increasingly critical. Long gone are the days of the travelling salesmen out to “make a splash”. Knock on anyone’s door today with a sales pitch and you’ll be met with incredible hesitancy, and most likely disdain. Sorry travelling salesmen, mass communication has found you out, no longer can you toy with our emotions with false promises. Even if your sales pitch is true, our hesitancy and disdain for pushers will take you out. Salesman, you must now build your character, and make your place in our stories apparent to us.
Who are you, salesman, to say what my story ought to be? To assume that you know what is valuable to me? You don’t, and even if you get lucky and you knock on the lottery number door and strike a cord with the right individual, your story, you travelling, pushy salesman, is interfering with my supper. Be gone with you, salesman, if you are so perfect then I will find you when the time is right, if you’ve positioned yourself properly.
Position is key. Position is the place where you can be found. “Position” today, is equivalent to the location in an old town where your shop can be found. Your position probably depends on what you’re selling. Don’t put the horse stall in the middle of the town, we need space to roam and test these horses before we buy. Don’t put the pub on the out squirts of town, you’ll only get the drunkards instead of the whole town coming in for fun and tomfoolery.
Position determines who will find you and deciding on your position depends on who you want to found by. Who you want to be found by depends on what you’re offering and where/how that offer fits in your customer’s story.