By understanding the real ways in which a product makes life easier, we can create messages that resonate emotionally with customers.
A customer’s decision to buy our products or services is rarely just about features or price – it’s about the change it will bring to their life. That may sound dramatic, but it could be a tiny change. Understanding this is the key to crafting effective messages.
So we need to put ourselves in the position of a customer who understands what our product or service can do, and identify the real personal benefits they see in it. Is it just a small sense of convenience, or something more fundamental and long-lasting?
For example, if our blue widget lasts twice as long as the competition, what is the customer buying? Sure, it’s the benefit of not having to replace the part so often, but why is that good? Is it because the cost or effort of physically replacing the part is high? Or is it because the downtime after failure is what costs money? Or is it just that every time the product needs replacing, the person who specified it has to cope with irritated colleagues, and it’s just the social benefit that appeals?
By understanding the real ways in which a product makes life easier, less costly, or more fulfilling, we can create messages that go beyond logic to resonate emotionally with customers.