Get your brain out of the way of your bottom line…

When you’re marketing your product, where do you start? If you’re like most people, you start by thinking about it.
Makes sense, right? Wrong.

But why? 

Because your customer doesn’t buy with his brain – he makes purchasing decisions from his gut. No, silly, not his actual internal organs, in the place where he perceives instinct, safety, confidence, and cool. Marketers always like to say that we buy based on emotion and justify our choice with logic. This is mostly true, just not quite complete.  We don’t just buy on emotion, we buy on primal, deep down, almost intangible emotion, and if you want more customers to buy more product from you, you need to appeal to them on that level. 

One of the greatest examples of this is when Apple shifted in the 90′s from performance based marketing to experience based marketing.  Prior to the shift, Apple produced superior computers that fewer and fewer people were buying — they were considerably faster, more versatile and easier to use than almost any PC available, and yet, their marketing suffered. Upon his return to the company, Steve Jobs changed the focus, the company, and subsequently our world. From then on when Apple marketed their products, they accessed the emotions underlying the experience – dancing, high energy silhouettes sold iPods and iTunes, Mac vs PC completely redefined the coolness/lameness of having a computers and sold more Macs, and iPhones were sold by showing an iPhone and a finger doing everyday, but necessary tasks in an amazingly simple way.

Apple sells “cool.” Apple sells “ease.”  Notice, it’s not cool things or easy interfaces; it’s cool and ease – gut level experiences. And for that reason, you probably own an Apple product.

Want more customers? Do what Apple did: get out of their head and into their gut. 

You feeling it? Good, because it can help you create a lot more revenue in your company. Want help doing it? Give us a call. 702-800-0499.