The topic of my monthly e-mail newsletter (sign up here: http://www.halodesigngroup.com/free.html) relates to the second step in our Results Revolution program: "What business are you in?"
So I thought I would dedicate a series of posts to some case studies on this topic. First, to catch up, you might want to read my Results Review newsletter for the month. And if you have a great example of how you exemplify this principle. Please let me know!
The first example will a client of mine that is a car dealer for a auto manufacturer. People buy feelings. Not cars. So what are they seeking to sell? POWER. The catch (which I’ll explain in more detail later), is that you can’t just SAY you sell a feeling (ie. Power). You have to do it in concrete ways that allow you to market this feeling and show the customer in real ways. To set the stage, we wrote the following into this car dealer’s marketing plan:
"…In this case, our product will be “power.” We will give the logical side of the customer’s mind all of the information that it could possibly want or need to make a solid buying decision. At the same time, the sales team will treat every customer respectfully and honestly, allowing the emotional side to make the purchase based on the feeling of power and desire that they have for a new vehicle. This experience is in contrast to the competition where the customer feels a loss of control and is nervous, regretful or frustrated by the buying experience (ie. typical car sales experience)."
We brought this plan to life in concrete ways – ways that the client and customers alike could articulate: leaving customer request boxes on the car lot 24/7, implementing a "talking showroom" technology that allows shoppers to listen to information about sales and new models by tuning in with their car radio, offering side by side vehicle total cost comparisons, and taking the car and all information to the customer by appointment. There were lots more ways, but these ideas will get you started.
Think about what feeling you are selling, then make it concrete with marketing tactics.
