but, if we buy Product X, then all our problems seemingly evaporate overnight. Instead of this outmoded way of thinking, though, Sachs tells us that the way we can overcome objections and really get the message through to a consumer base that must turn off most advertising or go mad with the message is to use a concept called: Freaks Cheats and Familiars (Sachs, Winning, p. 108).
Freaks are characters who play off the human concept of focusing on certain other humans -- the most unusual humans we can find in our environment (Like trench coated animals, Moopheus and Leo the pig ala Morpheus and Neo-from the Matrix) (Sachs, pp. Winning, 183-4). Cheats are characters who challenge social norms -- the break the rules. We wonder if they will succeed or be punished (e.g. Ferris Buhler or Neo-trying to change a society run by machines) (Sachs, Winning, p. 183). Finally, Familiars are people or concepts to whom we can easily relate. Because we want to relate, this becomes powerful both consciously and subconsciously. For instance, the idea behind the Man Your Man Could Smell Like helps us relate to perspiration, to wanting to be sexy, and even to the idea of using scent as an aphrodisiac (Sachs, Winning, p. 195).
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Sachs, J. (2012). Empowerment Marketing: Advertising to Humans as More than Just Selfish
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