I almost couldn't resist the headline "333 is so boring too" to piggyback on Seth Godin's "332 is so boring" post. Despite his headline, Seth is enthusiastic about the one thousand paintings for sale which are numbered from one to one thousand (pictured left). He bought number 552. He gets off on the marketing campaign too:
"It's so classically, perfectly viral. It will make him hundreds of thousands of dollars in just a few weeks. And it will make you smile."
You've probably surmised these paintings do nothing for me. The sultry heat of the cash register ringing thousands of dollars for the artiste does not make this art-lover's (and buyer's) heart beat faster.
Call me contrarian, but I'm of the opinion that "Was it good for you?" does not cross your customer's mind. And if they do care, you'd better first be a damn fine lover yourself.
Most recently I bought the glittering "Beauty is Everywhere" card with the nude nymph. At the cash register, the bookstore owner says they are all fast-sellers. For me, the card leapt out from among the others on the rack tantalizing: "Run away with me.'
Letters (for PaPaYa, they're love letters) are always yummier, more evocative, more seductive than numbers for any human being whose armor can still be pierced by the sight of babies or puppies or the first spring flower bud or a sunset.
Delicious copy explaining the origins of the PaPaYa brand from their site (and an even more luscious blog - I love owner/artist Anahata's blog!!!)
"It's branches sprawling like arms raised up to the sky, and the most delicious fruits hang ripe and full on a shameless naked trunk. The fruits, when sliced in half reveal the most ancient of all symbols. The womb...full of seeds. This is the essence of PaPaYa. Luscious, bold and vibrantly alive with color, texture and new seeds of inspiration."
Any regular reader of the popular advertising blog Adrants - or peek any day of the week - knows their bottom line (a recent post merely underscores): Or, most accurately, it proves that sex, well, just sells. I'm fine with that premise, yet thoroughly underwhelmed by the advertising industry narrow-minded view of sex...and brilliant ads.
I don't want to talk ad nauseum about Apple, and that's why you'll see many many non-tech examples featured in this blog to trigger additional inspiration, but I repeat Apple understands sex. Oh, and beauty, sensuality, abundance, resonance, rich symbols, creative abandon and much more too.
Sure, Jean-Louis said lust.
Lust is what most marketers aim for, settle for. Don't.
"The rainbow colors ... were in opposite order from how they appear in nature, symbolizing the company's rebellious nature. ... 'I couldn't dream of a more appropriate architecture--lust, knowledge, hope, anarchy." - former Apple senior vice president of research and development Jean-Louis Gasse (quote source)
Bonus: Wow if only my journal were this beautiful. I understand now after seeing calligraphy at a weekend ArtFest at the Triton Museum, why Steve Jobs studied this art in college. I'm aching to do the same myself. You must check out these journal pages from owner Anahata Joy Katkin and art journaling workshops.