People tend to tune out when you extol your own virtues. Customers are more interested in what your product can do for them.
While it's tempting to talk about yourself and your product benefits, this kind of marketing is easy to brush off.
What customers will not forget is a message that affects them viscerally; that lets them know you understand, and can enhance, the way they live.
Find a message rooted in your customer's self-interest — and sell from the inside.
People are skeptical when you say you're “better” — but willing to listen when you say you're “first.”
“First” is a vivid place in your customer's mind. But how many brands or products can truly claim this distinctive position?
Being first doesn't have to mean you built the very first wheel. It means you find the way you're original, and give it shape: a new positioning, a new name, a new category.
Find a way to be first. And lead people's minds.
It's easy to find out what your customers buy: the number of items purchased, the number of dollars spent.
What's more difficult to discover is why.
To be optimally useful in marketing, numbers must be seen as a result — of feelings, needs and desires, the visceral reason a person buys.
Do a different kind of research, and get to the heart of what your customers want.
People believe what they already think is true. They relate to — and buy — products and services that confirm their beliefs.
Trying to change your customer's mind is frustrating. Rather, focus on finding out what's already in their minds.
Position your brand within the mind set of your customer. From this strategic base, find the creative execution that's smart and beautiful — and be easy to buy.
People decide what to buy based on need and desire — and then seek facts to support their emotional decision.
When selling, you make a mistake if you chase after a “bigger better” angle, and neglect the universal truths: the hope for happiness, the desire to nurture, and the need to succeed.
Leverage the inherent emotional appeal of your brand. Your customer is listening.
People buy because they're trying to achieve a human goal — an increment of success, security, beauty, health, or status.
When selling, it profits you to seek beneath product attributes to bedrock appeal, the single way in which your product satisfies.
Discover the emotional connection that you can own. And, from this strategic base, brand the feeling.
