Making difficult things look easy

Seth’s Blog: The Houdini technique.

Seth Godin takes a page from conventional wisdom while describing how marketing slight of hand can turn consumer optimism on its head. Seth uses the example of how airlines make the incredibly complicated task of airline flight look easy.

Take for example the TV ads for carpet cleaners where the gentleman spills grape juice, coffee, dirt and other matter on the carpet and with one cut-scene and wipe of the towel the stains are removed.

Trusting consumers look past the cut-scene action and rationalize that they will never experience such a disasterous spill as dramatized on TV, and that the product must be good if they only need to wipe up a bit of kool-aid or wine from their carpet.

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