I recently had a call with a client who told me she wasn’t sure why someone would buy her art. She felt that she had a beautiful product – art infused with a healing energy. She felt connected to her brand and motivated by the “juju” she’d identified in her brand story. She felt, from the bottom of her soul, that her product would bring something to the buyer.
And then she said, “But I’m just not sure if other people will feel the same way. I’m just not sure why they would buy it.”
Do you know why your clients buy your products?
Do you know what hopes, dreams, fears or frustrations your business addresses?
Do you know why people don’t or won’t buy your product?
Do you understand the motivations of your target market?
Do you know how to find out?
As business owners, we bring things to the world. And these things we bring, they are little pieces of ourselves. We put ourselves out there for sale. And one of the most difficult questions to ask is, “Why would someone buy this?” One of the most difficult tasks we face is to honestly and openly look at the market and say, “What need do I fulfill?”
Creating a branding and marketing strategy without a target market is like shooting a bow and arrow in the dark. There’s a chance you might hit something. But it’s very slim. And you’ll feel completely out of sorts and insecure throughout the process.
When you sell you product, what you’re really selling is a transition or a transformation. People don’t buy WHAT you sell. They buy the way they’ll FEEL or the way they’ll BE after they use the product.
So ask them.
You don’t have to commission a million dollar study. Do a survey on Facebook. Send an email. Create a beta test group and interview them by phone. Meet some people at the coffee shop. Chat at the gym. Ask friends of friends.
What are you afraid of?
What are your goals?
What will your life look like you’ve reached them?
What makes you frustrated?
What do you dream about for your life, your business or your family?
And then build your marketing strategy around the transformation.
One of the oldest marketing phrases in the book is: “Don’t sell the steak. Sell the sizzle.”
But don’t lose sight of the fact that first, you have to find the people who will feel better after a little sizzle.
What are the hopes, dreams, fears and frustrations of your target market?
Share with me in the comments below.