[Those of you who have children can truly relate to the mind-numbing effect of the word “why,” especially when it’s asked over and over again. And yet that same word is one of marketing’s most powerful triggers.
Most people fill their marketing tools with the “what” when it comes to selling their products or services. Details, facts, figures. It is usually what they are most proud of””the features of their wares. It’s also what they understand best. They can rattle off the cool colors or the precise number of GHz or how much titanium is in their new gizmo.
But those “whats” are meaningless to the potential customer without the “why.” Why would anyone pay extra for that midnight blue gadget? Why is the 3.0 GHz processor machine better than the perfectly fine computer I currently own? How will my life change if I buy that new titanium gizmo? Once a customer understands the “why,” then they can create their own motivation to buy. Stimulating the “why” in the customer’s mind is the basic psychology of the sale and at the core of successful marketing and advertising.
Instead of telling them about the details, facts and figures, tell them how that new midnight blue gadget will make them look slimmer. Show them how that new 3.0 GHz computer will keep them from missing deadlines. Promise how that new gizmo will give them more time to spend with their family. Look deep to discover the “whys” behind the facts that will motivate someone to go out and buy your products and services.
With the New Year upon us, this is a good time to evaluate all of your current marketing tools. Do they simply communicate a list of “what” facts, or do they motivate through the emotional “whys?” No matter how mind numbing it threatens to be, keep asking yourself “why” until you discover the real emotion behind your product or service. Then make sure you spotlight the real buying motivation in everything you do.
All of us at Gumas thank you for all your support, and we wish you and yours all the best in the coming New Year.
Until next month…