how to make a story work

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In this episode, we're discussing Marketing & Uncategorized
grab a coffee and enjoy!

When creating marketing material, we often make a big mistake. We talk about how great our product is, what features it has, and what type of outcome it generates on an external basis. We offer a resolution to external problems.

What marketers often fail to do, is offering a resolution to their customer’s internal problems. They fail to take a look behind the curtain. They fail to understand what a customer feels when he’s searching for a solution to their predicament. 

People don’t make buying decisions based on logic, they decide based on emotion.

By providing a vision of an emotional outcome, you can increase the perceived value of your product or service enormously, thus making it “easier” to purchase. People want to undertake an internal transformation. To put it simply, from feeling bad to feeling good. 

One way to do this is by offering an aspirational identity.

Even though this concept can be found in any really good marketing book, people still tend to sell to external problems. 

Customers do not just want to buy a project management tool to manage their tasks. They want a project management tool to stop feeling spread too thin. To stop feeling like they are not reaching their full potential.

If a marketer can communicate that aspirational identity in a subtle but effective way, increasing a landing page’s conversion rate is a piece of cake. 

Have you ever wondered about where your products or services take your customers emotionally? If not, this is a great time to figure that out. 

Here are a few guiding questions that helped me figure out a better marketing message for myself, as well as for some of our clients.

When others talk about your customer, what does he want them to say?

That typically reveals how one wants to be perceived. Can you participate in taking your customers there with your product or service?

Whom does your customer want to become as it relates to your product or service? 

At Float, we want our customers to be perceived as someone competent and smart, who can scale a business.

Whom does your customer aspire to be? If you want to chat about it, hit me up via LinkedIn. 🙂


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