How To Pander To Your Customers’ Guilty Pleasures
A fine wine?
A good, tear-jerking rom-com?
We all have our guilty pleasures! We all harbour secret desires that we don’t always voice out loud because they’re too embarrassing or perhaps seem unrealistic.
Well your customers have them too, and they form the real deep-down basis of why they buy things. They want to be rich, famous, acknowledged, happy, sexy, buffed, clever, thin – so they buy products that will make them feel that way and outwardly say logical things like “I love that brand of dress because they are so well made.” What they really mean is “that dress hugs my curves and makes me feel great!”
What are your customers’ guilty pleasures?
Remember, people don’t buy because of what your product is made of – they buy because of the way they feel about it. So
- Understand what they want and how else they get to feel that emotion?
- How does your product give them that experience?
- Clarify your message to tell them exactly how to get that feeling
- Place those messages and the product exactly where they go to get that feeling.
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And if you want to know more about how to create appealing marketing messages for your customers – targeting exactly what they want, check out my online marketing planning course and online workshop here.
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