Realigning Your Marketing Strategy: The Case Against Starting with "Why"
Tim B. Green??
I'll help the next 5 leaders or founders increase profits, employee retention & company culture for FREE for 30 days. After that, we'll talk next steps.
Customers rarely know or care about it...
...unless it's central to your marketing, something THEY care about and is well known to THEM.
Consider your last few purchases from Amazon, the supermarket, or the convenience store...as I did.
I bought an action cam on Amazon. Emotions were part of the buying decision. It would help me create visually compelling, exciting video. But it had NOTHING to do with their why. I neither knew, nor cared what it was.
I wanted:
1) to shoot low to the ground, wide angle, motion shots so a small, lightweight camera was best.
2) 4K video, like my girlfriend's iPhone.
3) it because it was about $50 U.S., so I could easily afford it.
4) one with 2 batteries and long battery life that had good reviews.
Do you notice what's absent? Their why is NOWHERE to be found:-?
IFF everything else is equal:
a) Your company has successfully made customers aware of,
AND
b ) care about your why...
Then and ONLY then, might it become a deciding factor towards purchasing your product.
Otherwise, I and most of your customers couldn't care less about your why.
Your why ONLY matters if your customers know and care about it. AND your product offers comparable value and specifications to its competitors.
tim #bgreen??
P.S. Does your marketing use your why?
If so, how?
If not, what do you do instead to drive sales?
#Do_Not_Start_With_Why #Emotive_Marketing #Benefit_Marketing #Feature_Marketing
Curious tinkerer and learner. (Views are my own)
3 年You are spot on Tim. Having a past in Hospitality, Teaching and Training, and then in retail, ‘why’ I would like to promote anything (service or product) to a customer is way down the priority line in comparison to what my customer has already established why they want what they want. Only after discovering that start point will I ever have a legitimate opportunity to attempt to steer their decisions to a better outcome for them. It’s the point at which a fragile thing called trust is born. Love reading your reviews and the learning it brings me!