Look around you. Think about the last thing that you bought. It might have been a $4 cup of coffee, the latest iPhone or an ecourse online. Now think about why you bought it. Was it something you needed? Or more likely something that you wanted.

If customers bought everything based purely on logic then Jimmy Choo would be out of business and everyone would be buying shoes from Target.

If every product sold purely because of its features and benefits alone then Alex wouldn’t be willing to wait (first in line) overnight outside the Apple store in Sydney so he could be one of the first to own an iPad 2 tomorrow morning. When I asked him why he would do that; (the magic of Twitter), he told me it was 90% passion, people, excitement and 10% product. He’s there for the story he can tell himself, for the “excitement of meeting people from all over with a common passion for something, a goal.”

“90% of lining up is the company you meet and 10% is the product. You will always have the product to use, but the mates you meet last longer and sometimes forever. Perhaps it is being in line for hours on end with nothing to do but chat with your fellow comrades; or just the excitement that you get from dreaming about having the latest gadget. It’s truly an experience and it’s simply exhilarating. Not easily replicable, but often compared to queuing for U2’s concert tickets or that End-of-Season sale at Manolo Blahnik. In one word, it’s passion.”
Alex Lee (via email from the front of the line 24/03)

Listen to how Apple introduces us to the iPad using adjectives like, magical, awesome, magnificent, gorgeous and unbelievable.

Your customers want you to tell them these kind of stories too. They want to get excited about what you do. They want to trust you to keep your promises. They want to connect and belong, to share in the story.

Most of all they want your brand and your products to be unique, incredible and magical so that they can feel that way too.

Image by mbeo.