People don’t buy your product.
Startled? Yes, you heard that right. This is the most basic human instinct. We don’t buy products; we buy the story behind it.
Instead of just buying a product, most people buy the stories that we narrate to them. And what the product/service will do for them, make them pretty, make them witty, help them keep clean, be safe, be more efficient and so on.
And the stories that you tell – come alive in the way you do the creative.
The reason behind this is – simple – they connect with the story, relate to it, and start to imagine themselves in the story and that’s when it starts to resonate. And if your story shows the path, or lights up the solution to their problems, they will buy your product/service.
Stories also help connect a brand to its products and services by establishing exactly what these products and services can do for customers.
These stories detail the benefits of a product or service instead of just their features. This creates emotional attachments and leads to more sales.
These emotional attachments (and promises) will come to mind first at the decision-level and then at the purchase level. For example, someone doesn’t just buy fairness cream because they’re out of fairness cream. They want to buy the product that will deliver a beautiful look and confidence. (Well, they might be out of fairness cream—but then you’d also want them to pick your brand instead of one offered by a competitor).
Earlier, if a brand had great products, gave great pricing, and its products were available in every store – it would be enough. But that no longer works in today’s world.
Today brands need to ensure that their teams try and build an experience that matters to their consumers. This can only be done by putting themselves in their consumers’ shoes and thinking about how the consumer would want to be treated. And then brands need to think about how to create these experiences for them.
Brands must work harder to think about the consumer journey as customers go across different touchpoints with the brand. As such, brands need to respond and decide which customer moments truly matter and push their teams to tell them why some particular assets may be more suitable than others.
And do you know the best way to you can tell your story to your target audience?
Let me give you the answer: Through Content Marketing.
Content Marketing and within that – user-generated content, case studies, and testimonials are the best ways to reach out to your target audience. Your content must have the right emotions and feelings so that your target audience can relate and connect with them.
Let me know if you need any help.
The experts at Fervent Communication are always up and willing to chat on a no-obligations, complimentary call.
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