Painting the big picture: Where some brands lose ground
Abhishek Samant
Scaling brands sustainably via efficient & effective PPC & social media Ads | Marketer, Stock Trader & Pro Photographer | Avid traveller - 18 countries & counting.
We all know how much buyer psychology influences sales. And sales, well, are everything. Who starts a company to make losses?
It’s all fine when you’re steadily making profit every quarter. One bad quarter and everyone loses their mind. So, in order to make sure that your stakeholders are able to sleep peacefully at night, let’s understand how marketing messages influence buyer behaviour.?
First of all, don’t go on and on about how your product is the next best thing after sliced bread.
THEY DON’T CARE!
Why? Well because how does that help anyone? There are plenty of ‘good high quality’ products in the market. The trick question is, how is your product different?
Another bigger and much more important trick question is, how is your product going to make their lives better than what it is right now?
People don’t have an issue with bad products.?
Do you know how much money sugary soft drink companies make? Or alcoholic beverage companies make? If people had a problem with bad products, these companies would be long gone.
They’re still around and well and rolling in profits, because they’re solving some specific issue in someone’s life. That’s the key point. Show them HOW your product will solve their problem & then SHOW them how much better their life would be AFTER using your product.
Let’s break it down.
Why would you buy super expensive wireless headphones? Definitely not because they look shiny or are made from exotic titanium mined from an asteroid.
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You buy them PRIMARILY because they sound effing amazing. All these other added things are just a bonus. They contribute to your product’s popularity but aren’t THE main selling factor.
Also, you imagine yourself listening to some kickass music on them while travelling in a train, on your sofa at home, in your car, on a flight, etc. You think about how awesome the noise-cancellation feature would be compared to the crappy one you have right now.?
These are some of the things that you should latch on to when it comes to your marketing messages. SHOW them the big picture. Show them how they would FEEL after using your product.
Ever seen an ad for a Mercedes-Benz or a BMW?
How often do you see them going on and on about the quality of their cylinders in their hybrid V-8 engines? Or their air suspension systems which use inflatable air springs instead of steel springs??
Nope. Instead most of their ads are focused on the experience of driving their cars. The ads usually show someone effortlessly driving around a circuit, or someone relaxing in the backseat surrounded by luxury, or someone taking delivery of their car and then cruising happily on the highway. Or something similar.?
That’s because they’re focusing on realistic scenarios. They are showing you the aftermath. They’re showing you how much better your life can be if you buy their car. If you pay attention, the car isn’t even the centre of attention. It’s your dreams.
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