We like lots of things.
A building. A sandwich. A shirt. A TV show.
We only love a handful of things. That building we’ve always wanted to live in. That incredible sandwich we’ll probably never be able to find again that we had from a street cart in L.A. That shirt that’s getting frayed and tattered but always makes us feel great when we wear it.
The difference between “like” and “love” is not a number. It’s not even how it’s made, or how much it costs, or how often we get it. Or, to put it another way — it’s all in the mind. (Heart.)
So much of what we try to communicate has such small, or complex, differences — and people are so busy — we have to look at what makes people sit up and take notice. What makes people go from “I like it,” (which means you’ll pretty much be a commodity, or, same difference, invisible,) is “coolness.”
Fun. Clever. Enjoyable. Delight.
You have to know what you’re saying, to whom, when, and how. But, even with that, you have to turn your message into that amazing shirt that makes them feel so good. That makes them love it.
It’s not easy. Or scientific. But it’s the only thing that works. Really works.
I’m just sayin’…
Have a great weekend.