BY JIM SAWYER – CHIEF SCIENTIST
Ah, Valentine’s Day. Once again, we’re about to experience that beautiful, poetic, sentimental time of year enjoyed by all—that glorious day which sends every hopelessly romantic couple the unwavering signal that pitchers and catchers are a week away from reporting to spring training.
Now I’ve personally never been very big on the concept of Valentine’s Day—“the holiday created by businesses,” as one of my esteemed colleagues so deftly put it the other day. But I know some of you celebrate it every year. And that’s OK. I won’t hold it against you.
In fact, there is a silver lining in this smarmy, manufactured cloud of roses and chocolate and fluff and clichés and jewelry ads. One magical phrase, compelling and attractive and too seldom used, tends to emerge during this day—sometimes stated outright, but more often implied.
Just for you.
I bought these flowers just for you. I made these cookies just for you. I came home from work early today just for you. Valentine’s Day is for suckers, but what the hell, we’ll go out to a fancy dinner anyway just for you.
Think about that for a second. Spoken in this context, the words embody something special. Something meaningful. It’s a sign of strengthening a relationship, of emotional commitment. It’s powerful.
Just for you.
And then I received an email the other day with the subject line “We picked these just for you.”
My heart raced. What was in it? I couldn’t wait to open it. It must be something very special! The possibilities were endless. What could it be???
Alas, it made me sad.
The company sending this email, who shall remain completely anonymous because I’m a nice guy, wanted to sell me a jersey for a player who’s no longer with the team.
And a cheesy graphic tee, for women.
And a pair of running shorts when I haven’t bought athletic gear in years.
And all of this under a huge hero image that says “Low Prices Every Day.” I don’t care about low prices every day—promotions wouldn’t incent me to buy from this retailer or any other. If it’s merchandise I like, and I can afford it, I’ll just get it then and there. Don’t you even know me?
And perhaps worst of all, you didn’t even take the time to call me by name. “I bought these flowers just for you, Current Resident.” That would likely end your Valentine’s date very quickly.
How many tens of thousands of other people received that exact same email? The one designed “just for me.”
I wish when companies said “Just For You” they’d really mean it.
Just For You
BY JIM SAWYER – CHIEF SCIENTIST
Ah, Valentine’s Day. Once again, we’re about to experience that beautiful, poetic, sentimental time of year enjoyed by all—that glorious day which sends every hopelessly romantic couple the unwavering signal that pitchers and catchers are a week away from reporting to spring training.
Now I’ve personally never been very big on the concept of Valentine’s Day—“the holiday created by businesses,” as one of my esteemed colleagues so deftly put it the other day. But I know some of you celebrate it every year. And that’s OK. I won’t hold it against you.[1]On second thought, I may decide to hold it against you, so don’t tell me if you do.
In fact, there is a silver lining in this smarmy, manufactured cloud of roses and chocolate and fluff and clichés and jewelry ads. One magical phrase, compelling and attractive and too seldom used, tends to emerge during this day—sometimes stated outright, but more often implied.
Just for you.
I bought these flowers just for you. I made these cookies just for you. I came home from work early today just for you. Valentine’s Day is for suckers, but what the hell, we’ll go out to a fancy dinner anyway just for you.[2]Not that I’m a licensed psychologist, but I strongly advise against taking this approach with your significant other. It will turn out badly. Don’t do it. I’m just sayin’.
Think about that for a second. Spoken in this context, the words embody something special. Something meaningful. It’s a sign of strengthening a relationship, of emotional commitment. It’s powerful.
Just for you.
And then I received an email the other day with the subject line “We picked these just for you.”
My heart raced.[3]My heart didn’t actually race – come on, it’s a marketing email. What was in it? I couldn’t wait to open it. It must be something very special! The possibilities were endless. What could it be???
Alas, it made me sad.[4]I didn’t really get sad either. Don’t worry about me.
The company sending this email, who shall remain completely anonymous because I’m a nice guy, wanted to sell me a jersey for a player who’s no longer with the team.
And a cheesy graphic tee, for women.
And a pair of running shorts when I haven’t bought athletic gear in years.
And all of this under a huge hero image that says “Low Prices Every Day.” I don’t care about low prices every day—promotions wouldn’t incent me to buy from this retailer or any other. If it’s merchandise I like, and I can afford it, I’ll just get it then and there. Don’t you even know me?
And perhaps worst of all, you didn’t even take the time to call me by name. “I bought these flowers just for you, Current Resident.” That would likely end your Valentine’s date very quickly.[5]I am most definitely NOT speaking from experience here. It was a friend.
How many tens of thousands of other people received that exact same email? The one designed “just for me.”
I wish when companies said “Just For You” they’d really mean it.
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