Joshua Boswell's Press, Media and Articles 
Microsoft Exploits “Sub-Prime Filter” Marketing Tactics For Vista Launch
You’ve seen their Vista stuff right… “100 Reasons You’ll Be Speechless” … “100 WOW Reasons”… etc…
This morning I decided to take a more in-depth look at the “100 WOW” list (I don’t get out much, so the truth is, this was the first I’d heard of it).
I discovered that Microsoft was fully exploiting our “sub-prime filters” in how they organized this list and, really, in deciding what should be on the list.
Now, if you are not familiar with my “sub-prime filter” (I’m going to call it SPF from now on… much easier to write), then you can either get my book “Copy Revolution: Discover the Power of Unstoppable Persuasion” and read the explanation I give for the SPF marketing model in there… or you can simply stay tuned. Over the next few weeks I plan on diggin’ deep into the SPF model.
For now, here is the brief overview…
There are 4 main types of SPF’s that I use to help me understand my prospect… their motives, emotions, hopes, dreams, thoughts, fears, and, most importantly, why they take action. The 4 SPF’s are:
- Choleric – The natural leader who is powerful at getting things done, but devastating in dealing with people.
- Sanguine – The social, fun-loving, life of the party that is masterful at helping people have a good time, but treacherous when it comes to details.
- Phlegmatic – Down-to-earth, solid, dependable, steady, consistent, the perfect listener, who is inclined to be lazy and avoid serious work at all costs.
- Melancholy – Detailed, meticulous, organized, efficient, correct, orderly, romantic, musical, and always right to a fault.
Obviously, not everyone is all of these things, but most of us are dominant in one or two areas, most of the time.
So with these SPF’s in mind, let’s gander at a few Microsoft’s “Wow” items that I pulled off their website…
#1. It makes using your PC a breeze.
Who does this appeal to? Primarily, the Phlegmatics in the world. These people want EVERYTHING to be easy and breezy.
#9. Unchain your mobile PC. (Referencing wireless capcities)
How about this one? Cholerics. They love this because they have very little patience and need to have everything at their fingertips – right now!
#15. Because your PC remembers to back up for you.
Do I even need to ask? This is made for the Sanguine, who would never think of backing up, let alone remember!
#23. Because it’s like a digital candy store.
Any guesses on this one? If you guessed Sanguine again, you’re right. This screams fun, fun, fun.
(And by the way, this is not a Microsoft commercial… in fact, if you’d know my heart, I’m writing this from a new iMac. But there can be no doubt that the boys in Redmond can market… we’d be smart to figure out what they’re doing.)
OK… back to my point… Now, I want you to sit back and think for a minute why, out of 100 items, they would highlight these 4. After all they must know that no one is going to sit down and read all 100 reasons (actually one group will – can you guess?). So they needed to focus on their strongest, best, most enticing reasons. Why did they pick these?
Did you notice that they have left out one of he SPF’s – the Melancholy? Why? Because the vast majority of computer geeks in the world are Melancholies. They are compelled to have the latest and greatest and need very little marketing done on them. Just the fact that an upgrade exists is enough reason to buy.
Now, why did they use two elements for the Sanguine? Because the Sanguine is most likely NOT to upgrade. For them to spend time and money on software, they need all the emotional rewards and attention Microsoft can throw at them.
One last thought on the Vista launch campaign… you’ll notice that Microsoft has made an effort to address all the SPF’s. Why? Because their product is universally used and must appeal to the masses.
But do all companies need to go to such lengths? No, not at all. In fact, most companies have a highly targeted, refined customer/prospect base that demographically will stick to one of the dominant SPF’s.
What does all this mean to you? The next time you sit down to create a promo or marketing piece, consider your audience – what is the dominant SPF you’re dealing with, or do you need to appeal to several of them? How can you tailor your message and sub-messages to create the most appeal the way Microsoft has done?
It could be that a slight change in your tone, formatting and approach could make all the difference. At least it has worked for the Microsoft boys in Redmond.
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About Joshua Boswell : Joshua Boswell, also known as “The Spellbinder”, is a marketing and public relations copywriter that specializes in the technology industry. Joshua has over 15 years of business experience. His writing can be found among countless PR and marketing collateral pieces produced by companies like Microsoft, Google, Sony, Corel, and others. Joshua can be reached directly at joshua@earnmorecopy.com or (801) 794-4960. For further information visit his website at: www.earnmorecopy.com
