It’s easy to reel off reasons why a consumer ought to buy your product. We try and try to inform the customer what they want to know about our brand, but to no prevail.
In reality, we’re better off listening to where we fit in the story they’re telling themselves. How we fit into their beliefs, their worldviews, their cares.
Most often than not, a customer isn’t looking for a sleek appliance, isn’t looking for a convenience piece or a cheap product that saves them money.
They’re looking for a way to spend more time with their family. They’re looking for a conversation starter when they invite friends over. They’re looking to impress their friends because they care about prestige.
Emotions are everything.
Stay Positive & Invoke, Not Showcase
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Garth Beyer is a Certified Cicerone®, Senior Content Specialist at Encompass Technologies, owner of Garth's Brew Bar and a Madison-based freelance writer.
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