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July 20, 2015
filed in Marketing, Storytelling, Strategy
“People tell us who they are, but we ignore it because we want them to be who we want them to be.”
‘The Summer Man,’ Mad Men, season 4
Our customer’s motivations have two things in common—they are surprisingly few and they are also universal. What’s driving your customer to buy your product or service?
Does she want to…?
Solve a problem.
Fulfil a need.
Satisfy a desire.
Change how she feels.
Change how someone else feels.
Reinforce her beliefs.
Have a story to tell.
Understanding the story the customer tells herself helps you to tell a true story she can believe in.
Image by MG.Stanton.
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