The Fading Art of Persuasion- Episode of ACs, Coolers & Fans

In the second season of Mad Men, Peggy, a young creative executive sarcastically comments to her boss, Don Draper, ‘Sex Sells’.

To which Don replies, “Says who?”. Pauses. “Remember, these are the same people who think monkeys can do our job. You are the product. You feeling something; that’s what sells”

Cut to last Saturday. Picked up the English papers- TOI & HT. Summers are back. So is the irritation. And this is the season when cooling is sold. Not really, they sell appliances that well, everyone knows, cool your home.

But what’s missing is the ‘feeling’. The right side of the brain or system1 needs a trigger. Or Nudge. But what we feed is the classic left-brained, logical information.

Haier

Hmm. Dear India cool down in 10 seconds. Haier is so high power that it cools down the entire India in 10 seconds?
A home would have been better. Cz AC is also used in homes. Or is the AC floating in the air?
No humans. Or people or family or at least some random guy. A relief on her/his face would give them something to cheer for after being hit by a power chill on her/his face on a sunny day. The sigh of relief.

General Air Conditioner

Ok. Looks like it’s on the wall. And, yes, experiencing joy and powerful in one line. As if they always go hand in hand.
The paragraph below makes it even more interesting for an engineering or diploma student on how to write answers in exam. Hey but they are looking to upgrade.
A hat tip for all the 18 features cum offers that upgrades a normal human being to experience the joy of powerful cooling.

Daikin

Finally. Humans in the image. Yes, we sell products to humans for humans (may not be made by humans). And that too a couple sitting at home, in front of the AC. Great! Probably a good way to connect by showing where is it used and who uses it.
The headline screams - The Air Specialist. So what? What’s so scientific about the people using it knowing you’re a specialist. Show what a specialist does? Or why are you the only one. Tum air specialist honese meri life mein kya badlaav ayega?
Still, better than the two before.

Usha

It’s clear by now that if you are an ac or fan, you have to give joy. Relief is so old school. Coming home, soaked in sweat, thirsty throat, and restless feeling and what you want is joy after you switch the fan. The real-life process is, maybe, getting to a normal state of relief and if the feeling stays, go on with whatever is remaining for the day. Joy is for a day. And woof, it’s gone. What do you want to sell? Joy for a day or relief for as long as you have a Usha fan?
Inspired by Nature? (No reference to any nature. Which nature or whose nature?)
Driven by Technology (which technology?)
Designed with you (where’s me or she or him or her to connect? To feel ok, there’s a human who’s supposed to use)

Bajaj Air Coolers

Built to redefine persistence. To start, how does one show persistence? And then redefine it.
Maybe it means that a guy can sit with drums at home and keep drumming.
Interesting to be an air cooler- you’re not an AC or a fan. You occupy space like a baby elephant in the room. And come to use in summer or sometime in winter. So you have to convince people to allow you inside their homes. Why choose you when they can buy an AC on EMI?
Not even a status symbol. You’re a compromise. Sorry, but your shout isn’t helping. Could have been a LinkedIn post.

Leaving you with a quote from Dave Dye’s blog:

There has never been more products available as there are today. And there’s never been fewer differences between them.