How to Sell People a Better Version of Themselves
June 21, 2017
I hate insurance. The details bore me, the thought of needing it scares me, and overall I feel it’s a waste of money.
But this Geico commercial makes me want to buy motorcycle insurance:
There are no details about the insurance policy offered in this commercial. As close as they come is “great rates for great rides”. In fact, when I watch this commercial I hardly consider insurance at all.
Instead, I envision what this product will allow me to do. Escaping my grumpy teenage kids in the morning and “going up the country” on a motorcycle ride is a version of my life I find thrilling.
Heros, Benefits, and Stories
To market a product, you have to create some kind of message. You make an assertion to consumers: This is why you want this product.
We talk about this in several different ways. The most tactical is the unique value proposition, which is a developed, structured statement that clearly states your value offering.
We also talk about focusing on benefits instead of features. Instead of talking about what type of metal your footstool is made of, you talk about how it helps you reach things on the top shelf.
This is displayed in the hero shot, which is an image or video that displays the benefit of the product in context of use.
Together, there is a story that starts to unfold. You client becomes the hero, experiencing the benefit of your product in real life.
But even when businesses understand the goals of this messaging, they often miss what really motivates consumers. Their story doesn’t go far enough.
Intangible Added Value
Why would you buy this product?
A pet rock has no practical value. It’s derided by many as the worst kind of marketing ploy. But it’s an interesting product nonetheless.
Consider that it takes something that’s abundant – bits of rock – and creates something a person can have an emotional attachment to. The value of a pet rock is entirely intangible, but it still real. There is something fun and comforting to be found here.
People don’t care about the features of your product. They’re probably less motivated by the benefits they can derive from using your product than you think.
What they are motivated by is how you can improve their life. The vision that captures their attention is one where they see a better version of themselves.
This vision is often an intangible value that’s only indirectly related to the product itself.
When you think about it, this is really the backbone of brand advertising. People like us buy things like this. The underlying message is that you’re a better person because you use this product.
Apple is very effective with this type of messaging:
The product – an iPhone – is not even featured in this commercial. No discussion of its features, and its benefits (that it takes great pictures) are only implied.
The real message here is that people who appreciate nature and cherish the Earth are the types of people who have iPhones. Buy this phone to become a better version of yourself.
A Change of Focus
Big brands get how to create this type of value message, but smaller businesses often struggle to find their story.
The biggest problem is that product development – the kind of engineer’s mindset – carries over into advertising. We take pride in the product we developed; to us, its features are a thing of beauty.
But that language doesn’t translate into the emotionally driven language of digital lifestyles. More than ever, you need a story that fits into the lifestyle you want people to envision for themselves.
For example, take the story this Instagram page for a travel hammock tells:
Keep in mind that at this level, much of your advertising message has to do with perception. You’re trying to get people to look at your product in a certain way.
Rory Sutherland demonstrates:
It’s not your product, but how people look at it that matters.
It’s said that today, we live in the connection economy. People connect with ideas, brands, and products that put them into the lifestyle they perceive themselves living.
It’s not just a hero shot. It’s a hero story, where the consumer is a protagonist improving their life by including your product in it.
It may take you a long time and a lot of testing to create a message that connects on this level.
Then again, it may be a simple as turning a square into a diamond.
Don’t just tell people about the benefits they gain from using your product. Make them feel why those benefits matter.
When you can do this, you’re no longer a brand advertising a product. You’re part of what makes life worth living.
Marketing doesn’t get any more powerful.
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