Emotions are the most important part of your marketing strategy.
It’s not enough to sell your product or service; you need to sell the results of using it.
Customers don’t purchase features. They purchase results.
That’s why when we talk about our product or service, we need to focus on how it will make our customers feel. We’re not just painting your house, we’re making your neighbours jealous. We’re not just delivering groceries, we’re helping you save time so you can spend it with your family.
Nuts-and-bolts offerings might seem logical, but they’re not emotional. By selling results, we’re selling emotion. We’re helping transport our customer to their desired future state. By selling features, we’re crossing our fingers and hoping customers figure out what that desired future state is on their own.
If you have a brand that tries to appeals to everyone, you don't know who your target audience is.
Brand is a business’s personality. It’s how a business presents itself to the outside world and how people perceive that presentation.
A successful strategy will deal with the competition in a deliberately different way. Looking for ways to combine different sets of activities that will deliver a unique mix of value to the desired audience.
Brands with weaknesses can still succeed. And brands with many individual strengths can still fail.