Have you seen the movie Avatar? With the giant blue people on the distant planet?
It’s one of my faves. One of those brain-out, can watch on a semi-regular basis films. Sure, it’s a thinly disguised eco-crusade, but I totally approve of that.
What you might not realise, though, is it’s also a marketing and copywriting masterclass, should you know where to look…
You see, Jake Sully has to infiltrate the Na’vi on behalf of we greedy Earthlings, so we can exploit their planet for its valuable minerals. To do that, humans have created avatars. Na’vi bodies that become a kind of virtual-reality but real-reality body. Jake suits up as a Na’vi and sets about winning their trust.
As you may have guessed, it’s not quite that simple.
He falls in love with Neytiri, a native. And during his time with them, he doesn’t just win their trust he becomes one of them.
He sees them.
“I see you” means, to the Na’vi, that they truly understand someone. Their thoughts, their actions, their feelings. Until you truly see someone, you can’t understand them and you can’t build a deep and lasting relationship.
Do you see your customers and clients? Understand them? Their thoughts, feelings, actions, and motivations?
If you can say “yes”, your marketing will be doing just fine.
If your ideal customer is “anyone with the cash to pay”, you’ve got some work to do. But the good news is it’s fun work. Because digging into people’s psyches is fascinating. Getting to know people is interesting. And best of all, it’s profitable. You can’t help solve someone’s problems if you don’t really see them.
But if you do see them… everything becomes incredibly clear and a lot simpler. You’ll know exactly how to solve their problems.
Once you’ve done that, you can get into the really fun marketing stuff.
Any questions? Good! All questions are smart questions. In fact, I’ve tried to answer some of the most pressing business questions in my book, Business For Superheroes. Want to get some answers? You can buy yourself a copy, here.
Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.