When you’re marketing your product, where do you start? If you’re like most people, you start by thinking about it.
Makes sense, right? Wrong.

But why? 

Because your customer doesn’t buy with his brain – he makes purchasing decisions from his gut. No, silly, not his actual internal organs, in the place where he perceives instinct, safety, confidence, and cool. Marketers always like to say that we buy based on emotion and justify our choice with logic. This is mostly true, just not quite complete.  We don’t just buy on emotion, we buy on primal, deep down, almost intangible emotion, and if you want more customers to buy more product from you, you need to appeal to them on that level. 

One of the greatest examples of this is when Apple shifted in the 90′s from performance based marketing to experience based marketing.  Prior to the shift, Apple produced superior computers that fewer and fewer people were buying — they were considerably faster, more versatile and easier to use than almost any PC available, and yet, their marketing suffered. Upon his return to the company, Steve Jobs changed the focus, the company, and subsequently our world. From then on when Apple marketed their products, they accessed the emotions underlying the experience – dancing, high energy silhouettes sold iPods and iTunes, Mac vs PC completely redefined the coolness/lameness of having a computers and sold more Macs, and iPhones were sold by showing an iPhone and a finger doing everyday, but necessary tasks in an amazingly simple way.

Apple sells “cool.” Apple sells “ease.”  Notice, it’s not cool things or easy interfaces; it’s cool and ease – gut level experiences. And for that reason, you probably own an Apple product.

Want more customers? Do what Apple did: get out of their head and into their gut. 

You feeling it? Good, because it can help you create a lot more revenue in your company. Want help doing it? Give us a call. 702-800-0499.

The first thing on your mind is the last thing you should be thinking about.

You want to sell more of your product. So do we.  But your customers aren’t interested in your product. And you aren’t interested in ours. 

Here’s a simple, but little known truth: your product is not what your customer wants to buy from you. It sounds wrong, we know. It may even just sound like some clever marketing-speak, or a way of saying “your customer matters” in a different way.  But it’s not. It’s actually the key to getting someone to take money out of their wallet or purse and hand it to you. 

WANT TO KNOW THE SECRET?

Let’s explore it a bit. And think about it while we do it, because you’re about to learn our most powerful marketing tool — seriously, this is the key to our success with helping companies like you, and we’re about to share it with you.

Do you own a car? Why did you buy it?  Why did you buy THAT ONE. You chose a color. You wanted a certain make, model, interior. You probably insisted on a certain trim package.  Or maybe you insisted on the lowest, least expensive, bare bones package available. Why?  
Do leather seats get you to your office any better than cloth? Does the premium sound system make you more money? Does the brand get you past speed traps any better?
Nope. Nope. And, nope. 

So why that car?
You had an outcome in mind. You wanted something from it. Even though the car is really essentially a tool to get from one place to another faster than walking, you wanted something more than just a car. You wanted a very specific car. Why? Because that specific car gave you what you wanted deep down inside. 

Maybe the brand gave you a feeling of pride or self worth?
Maybe the safety features gave you a feeling of security, or peace.
Maybe the smell of leather seats stirred a feeling of warmth or nostalgia. Maybe leather just feels more comfortable, or you just get tired of trying to wipe spilled soda off a cloth seat.

Whatever it is, you didn’t buy it for its features, its reputation, its consumer ratings, and you didn’t even buy it for its price.  You bought it because you believed it would deliver a personal, emotional outcome for you.  And that’s the same reason you buy virtually everything else.

OTHERS DO IT, SO CAN YOU

Realtors stage houses because they want people to envision themselves not in a house but living in a home, because emotional experiences turn assembled collections of boards, sheetrock, carpet and shingles into homes, and that’s what sells houses. By getting people to forget about the house and start thinking about their experience in a home, they can sell the house faster. 

Cereal companies cover their boxes in cartoons because kids care less about fruity flavor and more about having fun with a big crazy bird. They don’t sell the cereal, they sell the feeling of fun.

Sound a little less crazy? Good, because this will help you.

So what are your customers buying from you? Carpet? Nope. They’re buying the feeling of warmth, wrestling matches with their kids, and sitting around the tree opening gifts on Christmas morning.
Are they buying legal services? Nope. They’re buying the relief of not losing everything they own to their “evil ex-wife.”

And you, what are you wanting to buy from us? Help with your marketing? No? (Ah, you’re catching on!) You’re looking for a way to bring more certainty, stability, excitement, or fun back into your life — the marketing and the subsequent revenue is just a tool to get there.

Your product is the least important thing to consider in your marketing. The end result your product creates for your customer is the only thing they care about, and that’s why it’s the only thing you should consider when you plan to “market” to them.

Do that and you’ll see a difference in your return on marketing dollars.

Your customer isn’t as hard to reach as you think. Call us and we’ll guide you through it. Here’s our number: 702-800-0499.