Tell Me A Story About Me

Marketers know that a story is a good way to engage prospects. But too often the marketer wants to tell a self-serving story about the company instead of about how the company helps the prospect or customer.

Chest-thumping puffery does not sell. Tell me about how you can make me more money, save me some time, provide me work/life balance and I’m listening and more likely to ring the register. Otherwise, save your time and money because I just tuned out.

Do you know why people buy your product? I often do customer interview projects for clients to help them uncover the reasons people buy from them. This is the best way that I have found.

But Author Geoff Ayling’s book Rapid Response Advertising provides an excellent list of 51 reasons why people buy. Let’s review a few and maybe you’ll see some that resonate with you:

1. To make more money
2. To save money – this is the most important reason to 14% of the population
3. To attract praise
4. To increase enjoyment
5. To possess things of beauty
6. To avoid criticism
7. To make their work easier
8. To speed up their work
9. To keep up with the Joneses
10. To feel opulent
11. To look younger
12. To become more efficient
13. To buy friendship
14. To avoid effort
15. To escape or avoid pain
16. To communicate better
17. To be in style
18. To avoid trouble
19. To protect their family
20. To express love

Article Source: http://www.content.onlypunjab.com

Harry Hoover is managing principal of Hoover ink PR. He has 30 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Bank of Commerce, The Bray Law Firm, Brent Dees Financial Planning, Focus Four, Levolor, New World Mortgage, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, and Verbatim.

Please Rate this Article

5 out of 54 out of 53 out of 52 out of 51 out of 5 

Not yet Rated