Right after we got married, my husband Dan and I flew out to Oregon with two touring bikes, eight panniers, and as much lightweight camping gear as we could pack in them. After landing in Portland, we pedaled over the Cascades, dipped our back tires into the Pacific and turned around and headed across America.
You don’t survive 4,000 miles of saddle sores and extreme weather with someone without developing a few inside jokes. One we got a lot of mileage out of (sorry, can’t resist the pun) was the “third testicle.”
You see, one of the great things about bicycle touring is the silence. It’s just you and the wind, and the little crunch of gravel under your tires. You can hear the cows mooing, and the birds singing…
Until some great big hairy guy on a Harley comes roaring out of nowhere, shattering one’s peaceful reverie into a bazillion ear-splitting exhaust-laden slivers.
It’s not like you can’t buy a motorcycle that’s quiet. It’s like these guys have to prove their manhood with their machines.
Same thing with pickup trucks…
And snowmobiles and 4 wheelers and jet skis…
The Third Testicle
So we jokingly started to refer to anything with souped-up horsepower as a “third testicle.” Got low testosterone? Just rev your engine. Who needs Viagra?
That was almost 17 years ago. The joke has gradually faded from our repertoire. But just this morning I saw something which brought it sharply back to mind. In fact, I almost snorted my beverage up my nose when I saw it.
There , dangling under and a little behind the towing ball on the pickup truck in front of me, was – unmistakably – a scrotum. Made of chrome. Swaying realistically side to side with the movement of the vehicle.
It’s that Sex Appeal thing
The guy who bought that pickup truck may have needed a work truck – but just as likely he could have gotten away with a high-milage sedan, saving money on gas as well as the original purchase. He bought the vehicle that made him feel powerful. He may be just a lackey at work (or even unemployed), his wife might not look up from the TV when he comes in the door, but by golly getting behind the wheel of that truck transforms him into an alpha male.
The quest for power is a natural survival instinct in all animals, including humans. And it’s tied to biological reality. In general, the fitter, more powerful you are the easier time you’ll have attracting a mate and passing your genes on to the next generation.
The challenge we face in attempting to replace fossil fuel isn’t just one of replacing infrastructure. It goes much deeper than that, into the primitive recesses of our brains and egos. Fossil fuel represents power. Plain and simple. There’s something about it that gives us that alpha rush. (Even I have to admit that as pleased as I am to get 50 mpg driving our diesel Jetta, I also seriously enjoy the car’s powerful, responsive engine that eats up hills and allows me to pass at will, which of course proves my dominance on the road.) (Sorry, can’t help it. It’s that primitive brain of mine. )
It has nothing to do with logic.
Logic: Necessary but not Sufficient
Of course, people need logical reasons to buy. But if we want to convince people to give up their muscle cars, chemical cleaners, and other unsustainable products in favor of our greener, more responsible products, we have to dig deep and figure out what it is they really want, on a primal, animal level – and then present our offerings in such a way that they light up those hot buttons in people’s heads.
A product like the Tesla Roadster Sport makes the process easy. With its sleek lines and slam-you-back –in-your-seat acceleration of 0 to 60 in 3.7 seconds, it’s just plain sexy. Only a real Neanderthal would miss the noise and exhaust.
But any product worth bringing to market is bound to resonate with someone’s “hot button.” (It doesn’t have to be sex, although that’s a powerful one. It could be security, comfort, pleasure, greed…any of a number of motivations linked to our primal emotions.)
The challenge is twofold: to identify the primal urges that drive our prospects, and to present our products in such a way as to strike that hot button in their soul.
I’ll discuss ways to do the latter in future posts. In the meantime, though, I have an assignment for you. Be on the lookout for “chrome scrotums”- telltale clues people unwittingly reveal about their deepest , darkest desires. Post ’em below when you discover them!
Anne Michelsen is a freelance writer specializing in helping Green and renewable energy companies enjoy increased attention and greater sales through dynamic sales copy and insightful content.
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