You enjoy what you do. In fact, you love your product and want to tell everyone about it.
Well, I hate to tell you this, but no one cares!
Think about the last major purchase you made…maybe a car …did you buy it because the salesman told you about all the features it had …or did you buy it because you would spend less on fuel and maintenance and have more money to spend on eating out or make up or your favourite hobby. Maybe it’s as simple as wanting to feel and look successful.
Rather than participate in the herd mentality you see and hear in advertising everyday, do something different. Speak to the motivation of your prospective customers.
A review of Maslow’s Hierarchy of Needs is a good place to start.
The base of the pyramid is made up of those who are just coping with life and want basic physiological needs fulfillment: food, shelter, and clothing.
One level up are those who have a need to feel safe and secure. They are looking for helping information.
The enlightenment level is where you find the people who buy the majority of relationship books. They are looking for information on how they fit in.
Those who look to grow and feed their self-esteem seek empowering information.
People in the higher levels look outside themselves for ways they can connect and grow, or ways they can help others.
Where does your product fit in the scheme of life? What kind of messages can you develop that speak to your clients? If you are saying the right things do you think prospective customers will be attracted to you?
About the Author
Nancy has worked with independent service professionals, retailers and small to medium sized businesses for over 25 years, to increase the results they get from their advertising and marketing.
She owned her own retail store giving her a unique perspective on what works based on facts, not theory.
Nancy is the owner of Nota Bene Consulting.
www.notable-marketing.com