Have you ever wondered how one bottle of water can be packaged as “No-name” and priced at $0.99 and another packaged as the “Earth’s Finest Water” and priced at $4.99? It’s only human nature to be drawn to the more expensive bottle of water with premium packaging and feel you’re drinking “higher quality water” and are “getting a better deal”. In some cases, paying more truly does give you a better product. But price and packaging isn’t always reflective of quality believe it or not—you can get a perfectly good bottle of water that is “No-name”.
But drinking “No-name” doesn’t feel as good. It won’t satisfy your needs the same way the $4.99 bottle of water will. The $4.99 bottle of water is so much more than “Earth’s Finest Water”. You are drinking a bottle of water that truly means something. That gives you a feeling of empowerment. You’re taking care of your body, you’ll go the extra mile (or dollar) to do this. What you put in your body is important. And if this means a natural artesian bottle of water imported to great lengths, you’re going to do it. Because after all you and your body deserve the very best.
This feeling makes all the difference when a company is marketing its products or services to a specific type of person. This feeling will convince a person that paying more will satisfy their needs over a competitor. Which will increase demand, sales and revenue for a business.
This is the power of marketing and why marketing is an essential component for the success of your business. It’s the catalyst to a high performing business and is truly:
Understanding who your customers are (get as detailed as possible)
Who are the people you’re selling to?
What age are they?
What is their gender?
Do they have kids?
What’s their marital status?
Knowing which feelings will make them motivated to purchase your product or service
What are their beliefs and what shapes them?
What pulls at their heart strings?
What annoys them?
What feelings cause them to take action?
Branding your product or service in a way that will speak to them
How will you showcase your product or service to meet your customers needs and wants?
How will your product or service look?
What will your digital and physical touch points possess?
What type of messaging will you communicate both verbally and non-verbally?
Making sure your products or services are in the right places
Which stores or places online does their daily routine take them?
Where is the best place(s) to put your products or services to get in front of them?
Maintaining interaction with those customers
How are you continually engaging with customers to be top-of-mind?
How frequently are you engaging with your customers?
Are these marketing channels effective and aligned to your branding?
Do these interactions feel good for your customers?
Humans are driven by emotion and marketing seeks to figure out which emotions are required to drive people to respond in a way that is beneficial for both its customers and the business providing the product or service.
Not seeing the results you desire with your current social media marketing approach? Brand love could be missing! Read more on building brand love on social media here.
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