Are You Selling a Dream or Just Promoting Your Business?
Everyone likes to think their product or service is SO good, it can stand on its own. “All I have to do is put it out there and people will instantly realize they need it—and then, SHAZAM! I will be a HUGE success!” If only it were that easy. While your product may be good, often it’s the window dressing, the delivery of the message and the packaging that sets the stage and elevates the product experience for the customer.
Think about the commercials we see for Bing, Microsoft’s search engine. The packaging sells a dream! By the end of the commercial, you think you will be experiencing your search results in a virtual reality session like in the movie Total Recall. Then when you get to the website, it looks serene, beautiful, peaceful and blissful. YOU WANT TO SEARCH FOR SOMETHING NOW! Folks, it’s just a search engine and all it does is direct you to the information you want! But, they packaged it SO WELL, you think you are using a boutique service that delivers some extraordinary experience with its results.
Now take this lesson and apply it to YOUR marketing. Ask yourself, “Those who want and need what I offer, what would make them tick? What dream do they have that my service or product would help them achieve?” Take that answer and apply it to your marketing, packaging, copy and content. Then be consistent with it in all the aspects of your marketing program (print, social media, website, voicemail, etc.).
For example, let’s say you sell a professional service (accounting, legal, real estate or printing). There’s nothing really sexy about those services (except maybe if you sell residential houses). However, the reason they would hire you is because you fill a part in their plan to achieve THEIR goal or dream. So how can you package your message, marketing and website to reflect THEIR dream?
Is it a happy family of three generations sharing a family reunion in a gorgeous home? Is it the peace of mind they will have knowing their accounting is handled so well, they’re maximizing profit and avoiding an IRS audit? Is it the peace of mind knowing your legal matters are in order, so your family will be taken care of when you are gone? Is it the absolutely gorgeous brochure that will help you achieve success with top notch marketing material? What is their dream?
Then take that dream and reflect it in your blog; design your website to showcase it; use your social media to promote it; your voicemail supports it and your slogan projects it. This will brand your company and position you. Positioning is crucial, for it’s how your public perceives you and branding is how they remember you.
So dream and dream big; little dreams have no rewards. Then take that dream and give it legs. Season it with patience, pepper it with persistence and rub it with a deep determination that you will reach the top! But that success will be determined by whether you are an information broker or a seller of dreams. See you on cloud nine!