In an earlier post, I shared with you the idea of marketing as storytelling.
One can say that marketing is the story you tell about yourself.
But it’s not as simple as all that.
You see, it’s not just down to you the story you tell.
Your customers have a big role to play in this as well.
They are not just sitting there, mouths open, ready to drink in whatever story you pour down their throats.
No. They also contribute to the story about you.
So, in getting to the heart of your story, you have to get to know your customers.
This is where market research comes in. But this is also where psychology comes in. You need to know the psychology of your customer. Why will he choose your product? How does having your product make him feel? Crucially, how does not having your product make him feel?
All these things contribute to your story. These are all important elements.
When you look at your product, look also at your customer. Don’t just focus on the features and benefits of your product. Focus more on how these affect your customer. What emotions do they trigger in him? If you can connect to your customer on that level, you are well on your way to earning his trust.
So, what’s the story of your product or service?
Look at your target customer. That’s where you’ll find your answer.