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The First Marketing Myth

filed in Brand Strategy, Marketing

Logic tells us that just because someone is aware of a product or service doesn’t mean they will buy it. We know that people are not short of choices. And yet when it comes to marketing our products and services, we prioritise awareness all the time. Logic goes out the window. We fool ourselves into thinking that attention and awareness inevitably lead to action.

You can buy attention, but trust and belonging are not for sale.
If affinity is the goal. How will you prioritise that?

Image by USAG

What’s Your Customer’s Context?

filed in Brand Story, Marketing

Yesterday I got chatting to Sarah in the street about the sofa she didn’t buy. Sarah, who has three daughters under the age of seven had been looking for the perfect sofa for ages. When she finally found the perfect one she put down a deposit on it and waited for it to arrive a few weeks later.
This sofa was $8,000.

The following morning she began to question her decision. ‘What on earth am I doing? I must be crazy to spend this kind of money on a sofa, especially when I have three small children.’ Sarah decided to cancel her order and keep looking. Which is why she was leaning on her gate telling me the story yesterday about the sofa she did buy. The sofa that was $2,200, with linen covers that can all be removed and chucked in the washing machine. The sofa that’s perfect for now.

We get caught up in the story we want our customers to believe. We obsess about finding the perfect words to express the value we create—often forgetting to consider the story the customer tells about what’s right for her.

What’s the story your customer is telling herself?

Image by Donnie Ray Jones

Back To Basics Marketing

filed in Brand Strategy, Marketing

Our neighbours are having the outside of their house painted. It’s an old Victorian property, built in the 1800s with period features and delicate ironwork. I’ve watched the decorators come and go over the past couple of weeks. Seen them taking care to cover the original tiles on the porch, that could so easily be damaged. They’ve arrived on time and worked diligently. Several of the neighbours who’ve passed by have admired their work and asked for their business card.

I’m sure the decorators have a website, and I’m also pretty confident that they convert more enquires from the top of their ladders than they do from the contact form on their site. Sometimes the opportunity to tell the right story to the right people is hidden in plain sight.

Image by Peter Miller

The Ready And Willing

filed in Brand Story, Marketing

The sandwich boards positioned on the footpath. Posters pasted inside the bus shelter. A pair of charity fundraisers stationed outside the university. All marketing tactics designed with one goal in mind—to make the product, business or cause more visible.

The reason our marketing falls flat is that the people we want to serve are not interested in our need to be seen or sell. Customers are motivated by their need to be seen and understood. We all are.

The good news is it’s easier to make things people want than it is to make people want things. When you stop trying to get the attention of the casual passer-by, you have more resources to tell your story to the people who are ready to hear it. What do they want from your product or service?

Image by Judy Dean

In Time

filed in Brand Strategy, Marketing

You don’t know for sure that the broccoli at the local organic store was grown sustainably or without pesticides, but you trust that it was and you’re happy to pay more for it.  You have no proof that like the label says the bread gluten-free until long after you’ve eaten it, but you don’t question that it is. You haven’t seen beyond the cover of your favourite author’s new book, but that doesn’t stop you pre-ordering it months in advance.

In the absence of all the facts, you have to make a judgement call about trustworthiness.

You believe a story built on promises because you trust that the person or the business is honest, competent and reliable. Trust creates the connection between buyer and seller. And that connection requires patience.

We don’t hustle our way quickly to success—we earn our way there in time.

Image by Zug Zwag

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