As humans, we are naturally emotional creatures. We resonate with things that make us FEEL something.
Take beauty products for example. Ever notice how these ads, primarily targeted at women, play up the whole “look younger, erase blemishes, be beautiful” angle?
They’re marketing to a deep-seeded (albeit stereotypical) psychological fear of being old, ugly or undesirable…and as a multi-billion-dollar industry, I’d say it’s working.
So why is this important? Well, let’s say the beauty industry as a whole just listed the features of their products or services without the psychology.
A face cream ad might just say “New moisturizer with hyaluronic acid, peptides and coQ10”. Not very effective is it.
Because I’m willing to bet, outside their chemists, not many people really know what those things are or what they do…there’s no emotional connection to a list of features.
Good marketing knows features alone don’t drive sales, but GREAT marketing takes it a step further, getting to the deeper benefits of what they’re selling.
Sticking with the beauty industry, a certain cream won’t just decrease wrinkles, it will make you look younger!
Keep in mind, these deep benefits can be either real or perceived. There’s nothing that says women aren’t already beautiful or youthful, but if they don’t PERCEIVE themselves as such, they will seek out products and services that offer these benefits, thus making this marketing very effective.
Now what does this mean for you and your business? For starters, I’m sure you’re very proud of whatever products and services you have to offer, as you should be!
And you know all the included features inside and out and can list off everything your product or service does in your sleep…so how do you make people WANT it?...
You find your WHY!
Why is a very simple, yet very complex and extremely powerful little question and being able to answer it will allow you to harness its power in your marketing!
WHY should people use your product or service?
WHY is choosing you the best option?
WHY would your consumer’s life be better or easier because of your product or service?
Business is about WHAT you do, but marketing is about WHY people need you to do it!