One Prompt, Three Icons: How Nike, Red Bull, L'Oréal Thrived with Direct Attribute Priming
It Made These Brands Unstoppable. Is Yours Next?
Read time: 3 mins
Why Am I Here?
Welcome to Cyborg Marketer, your weekly guide to brand growth mastery. Ready to crack complex concepts with AI and unique ChatGPT prompts? Let’s dive in.
Growth Spotlight
What do Nike, Red Bull, and L'Oréal have in common?
More than you might imagine.
Let's unravel the mystery through their iconic taglines:
Nike's "Just Do It": A rallying cry that shot sales from $800 million to $9.2 billion in a decade.
Red Bull's "Red Bull gives you wings": Took flight in 1997 and led to them owning 43% of the market share by 2015.
L'Oréal's "Because You're Worth It": An elegant phrase from 1971 that resonated to the tune of 32.28 billion euros by 2021.
Three brands, three different products, all achieving monumental success with the same secret sauce:
Direct Attribute Priming.
So, Direct Attribute Priming...What's the Big Deal?
In a nutshell: Direct attribute priming (DAP) exposes your audience to certain attributes to influence how they perceive your product.
Think of it as planting a seed in their minds that blossoms every time they see your ad. And the best part? They might not even realize it's happening.
But this technique isn't just about selling products; it's about selling dreams, emotions, lifestyles.
With DAP, you can turn simple phrases into powerful drivers of growth and brand loyalty. It’s like whispering in your customer’s ear, aligning with their deepest desires, and paving the way to the purchase.
Ready to make your ads do some heavy lifting? Here’s how:
Spot the Key Attributes: What's so special about your product? Find the golden nuggets:
Nike: Emphasizes action and decisiveness, reflecting the performance and empowerment their athletic wear offers.
Red Bull: Focuses on boundless energy and possibility, mirroring the energy boost their drink provides.
L’Oréal: Highlights luxury, self-care, and affirmation, capturing the essence of their beauty products that enhance self-confidence.
Craft a Killer Message: Weave your ad message around those attributes. Make it hard to ignore:
"Just Do It" is Nike’s clarion call to performance, a summons to seize destiny.
"Red Bull gives you wings" is Red Bull’s open invitation to soar and embrace the uplifting energy of life.
"Because You're Worth It" is L’Oréal's graceful affirmation of beauty and self-confidence.
Test and Tweak: Fine-tune your ads. What resonates? What flops? Learn and grow.
ChatGPT Brainstorm
ChatGPT might not create roll-out red-carpet-ready material from the get-go, but it's a darn good starting point for crafting captivating ads.
Let's dive into the heart of the process.
Crafting Your Message
Getting a customer to pay attention to your attributes can be as simple as asking a direct question in your ad copy. It should be concise, engaging, and focused on the desired outcomes or benefits.
Here’s the prompt:
(Note, I created this prompt with GPT-4. The quality may be worse (or better?) if used on other LLMs).
ASSISTANT: As a seasoned marketing strategist and creative copywriter, your task is to help an e-commerce brand owner generate creative ideas for their ad campaigns using direct attribute priming. You've helped numerous e-commerce brands thrive by crafting compelling messages and visuals. Your insights are rooted in consumer psychology, and you have a knack for turning complex ideas into engaging content. Your writing is known for its wit, charm, and ability to resonate with audiences. You understand the nuances of brand voice and can craft messages that are both persuasive and delightful.
TARGET AUDIENCE:
Demographics: [e.g., Age range, Gender, Location, etc.]
Interests: [e.g., Fitness, Sustainable living, Tech gadgets, etc.]
Preferences: [e.g., High-quality materials, Fast shipping, Excellent customer service, etc.]
Pain Points or Desires: [e.g., Difficulty finding stylish yet affordable clothing, Desire for eco-friendly products, etc.]
PRODUCTS OR SERVICES: [Describe your products or services]
KEY ATTRIBUTES:[Mention key attributes you want to emphasize]
BRAND USP: [Describe your brand's unique selling proposition]
Constraints: Avoid clichés and overused phrases. Your suggestions should be fresh, original, and tailored to the specific brand and audience.
Steps:
1. Analyze the Target Audience: Consider the demographics, interests, preferences, and pain points or desires of the target audience.
2. Identify Key Attributes: Focus on the key attributes you want to emphasize, as mentioned in the prompt.
3. Craft Engaging Questions: Brainstorm questions that will engage the audience and prompt them to prioritize the key attributes.
4. Combine Attributes into Messages: Weave the attributes into compelling messages that resonate with the brand's unique selling proposition.
5. Provide Insights: Offer any additional insights or explanations that would be valuable in understanding the rationale behind your suggestions.
Format:
"Question: [Insert engaging question related to the attribute]
Attribute Combination: [Describe how the attribute is incorporated into the message]
Insight: [Provide any additional insights or explanations]"
TASK: Your mission is to brainstorm some compelling questions and attribute combinations to incorporate into my ad copy. These should be designed to engage my audience and prompt them to prioritize the key attributes when making a purchase decision. Please provide suggestions and any insights you think would be valuable.
I'll use the details of a female clothing brand I'm working with as an example.
Here’s the output:
Not bad! This output is a solid base, waiting to be jazzed up with some creative finessing.
But there you have it.
A prompt to help you implement DAP in your marketing campaigns.
The Bottom Line
Direct attribute priming isn't just a fancy phrase. It's a tried-and-true strategy to shape consumer behavior and fuel brand growth. But remember:
It's not an instant goldmine.
It's one of many tools in your marketing arsenal. By identifying your product's unique attributes and tuning into your customers' preferences, you can align your product with what your customers value.
The result? Skyrocketing engagement and sales.
So, always keep your fingers on the pulse of your customer's desires before you get the ball rolling.
You're already doing that, right? (Nod along with me, folks!)
Your Mission, Should You Choose to Accept It
This week, put on your marketing hat and identify your product’s key attributes. Craft scroll-stopping messaging using DAP.
Need a little help?
Use the ChatGPT prompt provided.
And let me know how it goes!
— Gold