People Don’t Care About Your Products or Services
If there is one thing you need to know about your customers, it’s this:
No one cares about your products or services!
Seriously, they don’t.
What they care about is how your products and services make them feel!
As an ethical business owner, your offer rocks, no doubt, but it’s not the benefits and features of your product that will keep your business afloat.
It’s how emotionally attached your customers are to your brand that will determine your success.
Look at the Big Picture
I was brainstorming ideas with a client one day during my early marketing years at an advertising agency. I’ll never forget what happened. I said, ‘It’s all about calling on the telephone.’ The client immediately snarled in a ‘you know nothing, kid’ kind of way and said ‘It’s all about telephone books.’.
At the time, I was young and new to this agency, to Germany and the language, so I chuckled it off and eased back into the conversation without any more hiccups.
What went wrong? Other than keeping my mouth shut? My client didn’t realize that no one gives a sh*t about telephone books. They never have and never ever will, especially now with the internet.
All this publishing company’s customers care about is getting the attention of their own customers. And their own customers only care about spending less time and aggravation making a telephone call.
The publisher has to help the person making the telephone call, not someone interested in their telephone books.
Go Beyond Your Offer
Once you know your customers really well, you’ll know what feeling they want to experience.
If they want to feel like they’re making an impact, prove you’re ethical and show them your production process. If they want to save time, offer them time-saving tools to reduce their workload. If they want to laugh, entertain them. If they want to cry, tell them a tear jerking story.
Your customers want to experience a particular feeling so that they know they’ve spent their money wisely. Once they feel good about a purchase, they will become loyal and rave about your offer behind your back.
So, go ahead – Be emotional.
Want to be Emotional with your Marketing?
I’d love to hear about your experience with adding emotions to your marketing.
Please comment below and let’s talk !
Sending the very best,