Taking Yourself Out of the Buying Decision to Find Out What Customers Really Want
I had a discussion with a client the other day defining why their customers buy their product. My question was not about why customers go to that business in particular, but why would anyone be in the market for what they sold. Repeatedly he argued why they were the best choice, they had excellent service, their staff was knowledgeable, etc. I continued to repeat the question. Why does someone buy what you sell?
We boiled it down (well, I did) to a few things, but I still felt I hadn’t found the answer.
Let’s take a look at an example to help you figure this out for your business.
Why does someone buy a luxury car over an economy car? It is quality? Maybe. That is certainly part of it. Do they drive a lot and want to be safe and comfortable? Also a possibility. The real answer is that they want to feel special, whether that is driven by ego or a nurturing nature. You could say they want to show off or impress others. So knowing this, what would the Marketing message be?
Here are some possibilities:
“You Deserve It”
“You’ve Earned It”
“Be the Envy”
“It’s Your Time”
Notice, in this particular situation, it is all about addressing the ego of the end user, which we determined to be the most possible reason for buying the luxury car. So from here, we would hone in more specifically on the exact client base to edit and choose more applicable and appropriate verbiage.
Why do your customers buy from you? Try taking yourself out of the answer and you will be closer to finding the Marketing message that will get the phone ringing.
Authorized Local Expert, Constant Contact
Member, Greater Concord Chamber of Commerce
Chair, Public Relations Committee, NH Home Builders Association
Board of Directors, NH Home Builders Association
If you would like a consultation about your Marketing message, contact us at Leap Year Marketing, 724-603-LEAP or 603-344-8843.