Tuesday, 26 October 2010
During a Pick Up Artist summit (I know, WTF?) a morning show in LA having "Pick Up Artists" game, where guys hit on the host. To be fair to the guys, under those conditions (30 seconds), that's a set up for failure. But at the same time, the guys came off as ridiculous looking characters.
So it made me think-- are the courses being offered during this summit just material from snakes oil salesmen? I looked at some of the stuff around the web; and the common themes of the material are inner confidence/self actualization and dating techniques. Which I think are areas any one can always improve on further. So I can't knock that.
The guys in the video were obviously very confident and believed in themselves otherwise they wouldn't participate in the show.
The 'techniques' or lines were okay. I guess it's how and why it's said in context of conversation. All the guys were averaging looking (not models and but they did not look like total bums either), but still they did not come off as normal.
What was wrong? Branding.
They all seem like they wanted to come off as 'different' from typical, boring guys that you see at bars. But in that setting, they were commoditize as typical, weirdos that you see at bars. As with any commodity products, what really differentiates is the branding. Brand strategy and brand experience. And in this case, it's brand positioning.
I think if the guys could clearly define the following, they would have a much better chance at being successful pickup artists:
1. Brand position - Their USP (unique selling proposition) what do well, how do they rank well to compare with others in their "category." Not just different to be different.
2. Brand vision - Who they are going to be and why. Goals and ambition fits in here (having them are attractive qualities).
3. Consumer desire - Understanding the type of girls they are going for are looking for and wanting that.
4. Brand offering - If their target consumer is desires what, what exactly is their offering.
5. Brand character - Deep adjectives on their beliefs.
6. Brand personality - Descriptions of their personality.
If the guys had a better 'personal brand' strategy I think they would've have come off more congruent and be able communicate themselves better.
Tag lines for products wouldn't work without having solid brand strategy. Apple's 'Think Different'. Nike's 'Just Do It'. Those are great taglines because people understand the brand vision and brand position. They appeals to their consumer's desire and are able to connect on emotions. All of their marketing campaigns reflect the brand strategy.
Dating techniques are simply communications material for the product (the person). But it has to congruent and consistent to them. I guess that's where the self actualization comes in. If not their communication comes off as not being authentic, trustworthy and 'normal'.
What do you think? Any suggestions for these guys?