It’s a beautiful, sunny October day here in the South. One where the temperature is just right and fall has knocked the humidity on its knees. The kids are playing in the front yard and I’m strolling to the mailbox to see what goodies the postman has dropped off today.
Reaching into the box I find the typical…bill, bill, Value-Pak ads, postcard advertising a lawn care service and lastly one shiny, black envelope that is obviously a credit card mailing from the logo printed on the front. What caught my eye however was not the logo but the three little marketing words printed just below the fold on the back side of the envelope…
It read: “We miss you.”
Let me shed a tear as I throw this in the trash, all the while having Klymaxx’s “I Miss You” lyrics churning through my head.
Marketing Words of Love
There is nothing more emotionally gratifying as a human being than to be loved. Everyone wants to experience the joy that comes from knowing you are desired and needed by someone.
To that end we look for ways to fit into those areas where people need us or want to love us. We volunteer to help with causes, lead organizations and enter relationships based on our capacity to fill the need. In return we get the satisfaction of knowing our efforts are being appreciated and deep relationships are being formed.
The advertising industry has obviously latched onto this human compulsion to be loved and is using it in marketing words to stir up emotion in consumers. The thought that a company out there wants to have a relationship with me is powerful.
They want me…cue Uncle Sam.
But it’s a trap.
What They Really Want Is…
Remember that person who said “I love you” but really wanted something else?
In fourth grade I once told a girl I loved her and would “date” her for a week because she promised to bring me candy everyday. I didn’t care about her at all, just what she promised to give me. That was the longest (but sweetest) week of my fourth grade year.
Here’s the truth about companies that use marketing words like “We Miss You.” They don’t care about you the person. All they care about is your money. They will deny that to the hilt and use code words in their advertising like “building relationships” or “get to know us” or “have your interests at heart” to convince us to think otherwise.
Don’t be fooled. This type of psychological warfare is designed to get the consumer to bite on the product or service. Once you are paying them money they will feel less obligated to “miss” or “be there” for you.
If you doubt that, try having a problem with that company and working through the nightmare that is their customer service.
I Don’t Miss Them
The satisfying thing for me is that I don’t miss them at all. There was a reason I cut up that credit card in the first place. I realized the relationship was causing me financial harm and knew that it had to end.
But they still try to entice me back. They will do the same to you. Don’t be fooled into thinking they really care about the deep relationship part. They are just playing on our emotions and innate desire to be loved. All they really are interested in is our money.
Questions: Have you ever fallen back into a relationship because a company used marketing words like “We miss you?” What other emotional taglines have you seen from advertising agencies?
Prior Post: Debt Begins When You Swipe a Credit Card