If you could sit with your best customers over a glass of wine or in an informal setting, you might learn something important about why they keep buying from you. They might tell a story that isn’t what you anticipated. Their storytelling might teach you how to better market your products or services.
Recently, I told a friend:
“I buy from Chewy online because bags of cat litter and cans of cat food are so damn heavy to schlep. I’m tired of going to the store and having to lift 30-pound bags from the shelf to the cart to the car to my home. Instead, UPS knocks on my front door, and I only have to bring the box inside.”
My story isn’t about price but the convenience. I told my friend why I’ll never buy heavy cans of cat food from a traditional store because home delivery makes life easier.
My friend told me a story about a recent purchase she made:
“I bought an expensive leather jacket from an online retailer. I loved the color, the texture, and the price. It was like finding a treasure. But the real reason for my purchase was because it felt like a reward surviving a difficult period in my life. I needed something to help me feel warm and valued.”
My friend’s story wasn’t about the jacket, but the emotional well-being it brought to her.
Storytelling
It might surprise you why your customers buy from you. Underneath the first few things they say, you may uncover the real reason. If only you could eavesdrop on their conversations with their friends, the insights you learn could help you amplify the benefit they gain from your brand.
Customers probably share a story with their friends about you that differs from your marketing message.
Marketing happens when a customer tells their friend about your brand.
Let that idea sink in.
She tells a story about the problem you solved, the solution you offer and the benefit your technology provides. She says a story about how a purchase made her feel. Marketing is the story your customers tell their friends; it isn’t about the message you communicate.
When was the last time you sat down with your customers and listened carefully to why they buy from you? Often, there is an emotional reason that isn’t logical, rational or practical.
For 50 years, DeBeers ran ads saying a diamond is forever and never bothered telling you how perfectly they cut the stones.
Don’t call me if you need help carrying heavy bags of cat food. But call me if you need help with your marketing story. You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Try my new chat feature on my site if you have a quick question
Photo by Flemming Fuchs on Unsplash
