Tip:
Highlight text to annotate it
X
Hello there, I’m Jim Glover, That Branding Guy for Once a Day Marketing. Today is Strategic
Tuesday and I’m going to give you the opportunity to play psychologist and put your customers
on the couch.
If you are going to create strategy to motive your customers to buy your product then you
really need to know what motivates them when they buy your product. Let’s look at several
factors.
First, is the functional benefit, perhaps what motivates them is they love what your
product does. Second might be the emotional benefit, and that is how the product makes
them feel when they use it. The third is what we call the self-expressive benefit, and that
is the association that they want with your product. For instance, they might want to
be seen walking into the building of your business because there is a certain status
associated with that. Lastly, it might be something just as simple as price, they may
be motivated by price and that is what is driving their behavior.
Since you can’t actually put your customers on the couch, you need to figure out a way
to determine what is motivating them. Sometimes it could be formal research. There are various
ways to do this, this is often very expensive and for a small business it may not be a practical
approach. But sometimes if you look there is secondary research out there. There are
other studies that have been done that might identify the buying behaviors of customers
similar to yours.
Next might be that you just put yourself into the head of your customer. You know your customers,
they experience your product, you have experience with them. So, can you do a little role playing
and figure out what would be the motivator that would drive that purchase behavior?
And then next sometimes it’s just your gut, you’ve been in the business, you understand
your product, you might just understand people in general and you have this gut feeling that
these are the things that motivate your customers to buy your product.
The reason for going through this strategic exercise today is pretty straightforward.
If you know what motivates your customers, you are going to be able to give them what
they want. That is going to drive more business, that is going to create more satisfied customers
and at the very end that is going to enhance the bottom line.
That wraps up Strategic Tuesday. Stop by tomorrow for Action Wednesday. If you need branding
support, please contact me to discuss an online or face to face service engagement. You can
find that information at the end of this video. I’m Jim Glover, That Branding Guy, for Once
a Day Marketing and we’ll see you next time.