Most marketers stop here, promoting only these undifferentiated expectations. Successful marketers take their message further by augment ing this expectation, offering prospective customers more than they envision receiving or have been accustomed to expect. In this case, It's Show Time promises practical advice about media performances based upon interviews with producers of top national television and radio shows. Even though your title may be undifferentiable as a generic or expected product, you can still distinguish it from competitive offerings by means of value, brand identity, trade dress and advertising. You will be more successful at doing this by appealing to emotional buying motives.
Traditional theory divides buyer motivation into two major categories, rational and emotional.
They buy art books not to own four-color photographs of famous works of art, but to demonstrate their artistic acumen to visitors who happen to see it prominently displayed on a coffee table. A different example demonstrates the nuances of using emotional appeals. If you are marketing a book about how people can get more money, you must first understand that people can gain money in two different ways. The important point is that the information in the book remains the same Similarly, your book on exercise might portray the increased life expectancy of people in good health. A direct mail piece for the same book directed at a younger audience might appeal to their social needs by showing healthy, happy people enjoying themselves while playing volleyball on the beach.