Great marketers know that to be succesful you need to see yourself not serving the brand, but the customer. When you you’re your market inside and out, what they desire in terms of materialistic values and in emotions, you can give them what they truly want.
People´s desire is most times about getting a feeling, and not a product. From Dan Hill´s book Emotionomics: “The emotional part of the brain is larger than the rational part and so the entire brain processes more emotive than cognitive activity. Moreover, the degree to which signals run from the emotional brain to the rational brain outnumber those running the opposite direction by a ratio of ten to one.”
When we buy a new jacket, we may argue that it´s because we are cold or that the jacket has five useful pockets and is in a color that matches the rest of our wardrobe – but let´s face it, most people want the new jacket because they think it will make them loved, accepted and fit in to their peer group.
“Advertising that creates a positive emotional response performs better than that which does not – a fact repeatedly borne out by tracking studies the world over.” Nigel Harris, Millward Brown
How can you help other people get what they want? Beyond what they know they want…
Am I getting YOU what you want in my blogs? Do you find them useful or just rubbish? J Tell me, I want you to learn and get eureka moments that brings you success and peace of mind.