The Atlanta Braves on the couch.

          Would you like an example of why marketers should be students of psychology?

          The Atlanta Braves, the National League Baseball team, has won 14 division titles since 1991. The New York Times says that's unprecedented. The Braves have played in five World Series in that time.  And yet, they've suffered a 31% drop in attendance.

           One would obviously expect attendance to remain high for a team doing well, so what's going on? Those who have studied the situation say that Braves fans have grown complacent. The games have become boring --- just win, win, win.

           We in marketing can learn a lot from that. Are we offering something fresh and new? In the product or in the experience? If not, are we at least presenting it in a way that's fresh and new? People like "new", whether they're early adopters or not.

            Sure, there are people who buy a new Chevy every three years on automatic pilot, but by then the cars are usually different enough to merit the decision. In a lot of towns, the only dealer around is the Chevy dealer, and maybe Ford.

           One car company whose line has become a bit tired is Toyota, and the c.e.o. in Japan recognizes the problem. He has told his staff to pay more attention to the American market, and do something fresh.

           One time-honored brand that seems to know what to do is Chanel. Chanel No. 5 has been around unchanged since Coco created it, and it's still the best-selling perfume in the world. Every year, Chanel has a new advertising campaign for No. 5, and knocks its customers' socks off. Each new commercial is so well done it's a hit on YouTube, for extra viewership at no cost.

           At the same time, every new commercial they do is a story consistent with Chanel's carefully guarded branding, the archetypical story of the strong, smart, independent woman. New actors, alluring new tale, same branding.

           There are lots of things the Braves' marketing people can do.  Special events, charity games, prizes, special days for veterans, kids, women, the disabled. Stage shows after the games, fireworks, and so on. And if they do those, think of something else.

           Another example of psychology in marketing. We're indebted to you, Dr. Freud.

The secret of advertising.

         A while back, I wrote an ad for the agency I worked for. It was about an advertising philosophy that puts people ahead of products.

         I've learned that there are two places to start when you create anything in marketing. You can start with the product, it's features and benefits. Or you can start with the person, the customer, and what she cares about, worries about, and hopes for.

          Start with the product and the solution will be fairly rational. "Our bank pays 1.5% interest." If you start with the customer, your ad will probably be a lot more emotional. "You're worried about money, aren't you?"  Which ad do you think you're more likely to read?

         The same is true with marketing in any medium. One of the online dating sites hired psychologists to help make their questionnaire go deeper, and increase your chances of finding someone who you'll find worthwhile. They're not asking about your features. They're asking about your feelings.

         A lot of people tell me they have "a passion for fashion". Now honestly, do all those ads in Vogue and Harper's Bazaar evoke passion? Some do; the Tom Ford ads and the Gucci fragrance ads. But most are dull, with the borrowed interest of an exotic setting or lurking difficulty.

        There's a reason people use Tivo. It takes those interruptions out of your life. If you're in advertising and believe your job is creating interruptions, become an accountant instead. You're not going to succeed in advertising by butting into someone's life. You're going to succeed by being interesting and rewarding.

        The word "advertising" comes from the Latin "turn toward". Not "turn away from".

        That's what we in marketing should be doing every day. Turning toward our customers, and what they're all about. And talking to the person deep down inside.

        That's the secret of advertising.