I hate to break it to you,
but no one cares about your product. FACT!
They care about what problem it will solve
and how it affects them.
Not even that… they only care if it solves the problem they are facing. But understanding what that problem is, is key.
Digital marketing has many moving parts. You’ve got email marketing, social media marketing, PPC, SEO, and the list goes on.
Outcome Marketing
Now I’ve got that out of the way. Let me tell you why…
Throughout history, successful brands have rarely focussed on the “features vs benefits” sales language at the top level. Take Coca-Cola, for example. When have you ever seen them advertise that it’s got the most authentic cola flavouring? Have you ever seen them bang on about how their cans are the glossiest red?
No. Of course, you haven’t.
Here’s why you buy Coca-Cola:
Notice anything? Not ONCE do they mention Coca-Cola.
No sales pitch, no offer. Just a few friends going from having a good time to a great one.
Key takeaways:
- The video showcases a lavish lifestyle, Coca Cola is merely the vehicle for getting them there.
- The real “experience” didn’t start until Coca-Cola was consumed.
- It switched up the usual “man attracts woman” flavour that most adverts adopted at the time.
So really, the reason this works so well is that they… sell the sizzle, not the steak!
Now I’m not saying you should hire a model to whip his top off in front of your leads (although that would be hilarious), but instead, consider the following:
- Your customer’s pain points.
- What they’re interested in.
- Where they consume content.
- What emotions can you trigger?
Understanding your Audience
Now, you’re probably wondering how to do this, but don’t worry; we’ve got your back. Click below to download our FREE customer persona worksheet
This will allow you to produce super-specific messaging that will hook potential customers immediately. If you need help filling it in, get in touch.
Alternatively, if you need a proven marketing agency
that will do everything for you. Drop us a line!
