WHAT’S THE MEANING OF THIS?
If I said to you, in exchange for $100, I will give you two pieces of cloth, rubber and plastic for your feet that were made in Indonesia under rather suspect conditions, would you do it?
Presented like that, probably not. If, however, I told you for the same $100, I will give you a product that will empower you, liberate you and help you feel your best, my chances of making a sale are a lot better.
The product in both instances is Nike’s women’s aerobic shoes.
The point here is that as marketers, we need to remember that it is not the product or its attributes a consumer buys from us, it is the meaning and context we give to those products. The story we tell and allow them to be part of. You might recall the old sales mantra that’s been around forever: Sell the sizzle, not the steak.
What meanings do your products or services have to your customers? What’s the story they tell about you? Do you make their lives easier, do you help them feel good about themselves, do you reduce their stress or anxiety, do you share a cause with them, make them feel sexy, or nostalgic?
Dig till you find the real story (chances are it’s not because your product comes in more colors or is 5% cheaper). Then enhance that story. Engineer more of why your customers like you into your product. If customers buy you for convenience, how about a no-questions-asked return policy? If it’s for reliability, why not have the category’s most comprehensive warranty? If it’s for responsiveness, why not institute a live chat feature on your web site?
You get the idea.
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- Knowing the difference between “new” and “different.”
- IT’S THE MEANING THAT ADDS VALUE
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