There are a handful of product and service cycles, many of which are either missing or have misplaced affinity.
Surely you can’t have an affinity for a product before you’re aware of it.
Another misperception and common trip up is that affinity comes after the product is used.
I’d argue that’s not affinity.
That’s impact, action, and if you’ve done it right, loyalty… but not affinity.
Affinity comes in before the action now, before the product is purchased, before one even knows if it works. Why?
Because that’s where the strongest story is. That’s when your product is the thing that aligns with the narrative of the customer. She hasn’t used it yet, but she already wants to come back to it again and again.
As marketers, we can spend time selling how the product will make ones life better once they purchase it or we can let the product do its own marketing on that scale. Instead, we can share how the product adds to the customer’s story she’s telling herself now, not later.
That is much more of a challenge (and much greater of a reward).
Stay Positive & There Is Affinity Between The People And The Product – Will You Find It?
Photo credit
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