Guess what is happening, a slow awakening in the masses that Apple’s aura outshines its value and competency.
The premise of this idea is that people are motivated more by the WHY in what you do than the WHAT, and for that reason it is important to tell your story as you explain the business.
Whether you are the third generation Baker who is carrying on the traditional recipes of your grandfather’s Italian village, or the founder of a shoe company that donates one pair for each sold, your story is a powerful motivator to get customers to try your product.
Many of us get seduced by the technical stats of our products, or the value of our pricing strategy. More GB, twice the loads of laundry per bottle, 30 more cubic feet of storage than average in its class… We here them all the time. Those are valid points but they don’t elicit the same desire as a story about why we make our products.
The organic all natural cafe that sources all its healthy ingredients with care, garners a following with its story of wanting to support organic farmers and producers while serving its community healthy food. They don’t trumpet the number of ounces in their chicken and hummus wrap.
So share your story and the WHY in what you do. It’s that passion that ignites customers desire to try the WHAT you do.I am Spirocks on Twitter.
“I’d rather play Chiquita Banana and have my swimming pool than play Bach and starve.”—Xavier Cugat, born 01-01-1900
There is a point in time when creating something that people want, in an extremely well done way trumps doing something you want to do regardless of whether it is wanted. That point in time is when you decide this is a career to make a living and not a hobby.
Happy New Year. Make it Delicious.I am Spirocks on Twitter.
John Tesar has a few words for you:
Delicious is more important than creative because everything’s been done before. You’re not going to reinvent the wheel. At this point, after the post molecular era and the compositionist era, where basically commercial artists have gone into the food business because its more lucrative for them financially. A lot of the artsy fartsy food is beautiful in pictures and some of it is beautiful in its presentation, but it’s soulless in the eating of it. Because it’s composition, it’s not cooking.
Amen. Happy New Year. Make it Delicious.
Don’t keep acting like you are the only one with a product trying to fill the consumers’ need. That’s just plain doubtful, in most cases the consumer has the choice of hundreds of competitors, and you need them to choose you. With that in mind, are you paying into a marketing scheme that simply states the statistics about your widget and doesn’t really differentiate you on any other meaningful level?
Stop Doing That.
It is time to change course, to stop pretending there are no competitors out there, there are. How about you compete with them by acknowledging their existence, you have nothing to lose because your product is better, right? If its not definitively better, stop worrying about marketing and start making it better… then come back and pick up here.
Lets create a confrontation of sorts, an unabashed comparison, be unapologetic about being better and saying it out loud. Why? Because you are better and you deserve more of the market, because consumers are sick of hearing the same old marketing messages and they are tuning them out. Nothing stands out from the crowd like a bold honest confrontation, a person invested enough to do that with a better product will gain more customers. That’s that.
Some Ground Rules
- First and foremost, be truly better. Don’t fake it, the only two people that will believe you if you are not truly better is yourself, and your mom, and that’s not a big enough market to succeed.
- Don’t make it personal and petty, and don’t pick a fight with a small time operation. Nobody likes a bully, be the David to a Goliath.
- Have fun with it, for example: incorporate pop culture or current events into the messaging, don’t come off as a technical nerd about your comparison.
- Understand the difference between hostile confrontational and proud differentiation, do the latter.
The specifics are up to you, if you want to see what I would do you are in luck. We are currently running a few of these campaigns and I will follow up with a post of the best example in a few days. Until then provide a better product than a big competitor and don’t be afraid to tell people about it.I am Spirocks on Twitter.