Photo by The Youngrens
“Advertising is based on one thing: happiness. And do you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of a road that screams with reassurance that whatever you’re doing is OK. You are OK.”
Donald Draper (Mad Men, 2007)
Even the old school ad guys got this one right.
My good friend Don (yes, the fictional character Donald Draper) knew that he was never just selling products, he was selling happiness.
In order to do this he had to figure out how what he was selling resonated with his ideal client’s unique idea of happiness.
Your products and services aren’t just products and services. They represent memories, legacy and happiness. And, they hold extreme value for your clients whether that’s a couple, a family or a business.
How are you painting a picture of happiness for prospective clients in your marketing and everyday interactions?
And, how are you fulfilling this promise of happiness when prospects become clients?
The image above is a beautiful image, but it’s more than that to my family. To us, this image is the fulfillment of a promise. The promise to capture a story; the object of our happiness. This image – and more just like it – fulfilled this promise because of a diligent pursuit to do so in every interaction, meeting, and click of the shutter. Our appreciation for that has made us loyal customers and advocates.
Written by Elizabeth Villa
Elizabeth is the Content Connoisseur and Curator for The Photo Life, and spends most of her time planning, editing and developing content for The Photo Life Dispatch and Blog. She’s an avid blogger and fashion enthusiast, spending most of her free time working with her sister on their blog, theUNexperts.com, a fashion, beauty and food blog for practical women just like them!