“Hence, although I had now two characters as well as two appearances, one was wholly evil, and the other was still old Henry Jeckyll, that incongruous compound whose reformation and improvement I had already learned to despair.”
Recently I just finished re-reading the classic by Robert Louis Stevenson, The Strange Case of Dr Jeklyll and Mr Hyde. The above passage is from the book. We are all familiar with story: Dr Jekyll, a brilliant scientist and member of the elite English society creates a potion to alter his personality. He transforms from the congenial, nondescript, English gentleman to a self-centered, vile human being whose only focus is his own gratification.
In marketing we often see both: Marketing that is bland, boring, nothing controversial or memorable. Every time you turn on the television you view “just another commercial.” Five minutes after viewing the ads you can’t recall a single one.
Then there is the opposite extreme. Marketing and advertising that is a blatant exaggeration of what the product or service will deliver. I refer to both of these as the Dr. Jecklyll and Mr Hyde approach to marketing. The bland, boring nondescript marketing verses the opposite end of the spectrum – marketing that sets unrealistic expectations of what the product or service can or will do.
Dr. Jekyll Takeaways
Destroy the bland, boring, “me too” reasons for why clients should choose your product or services. Having a “who cares” reason for why a customer should choose you does not resonate. Why would I choose a service from a family owned business. Do I really care if your Continue Reading…
