Everybody wants More (of something).
So, the next time you speak with your customers, ask them what they want more of.
Not, what more do they want from an analgesic or vegetables or dessert or snacking or the shaving experience. In their life, what do they want more of?
It is likely that the more item will be connected to something that has a deep emotional underpinning - and, doesn't every marketer want to create a product that the customer will be emotionally connected to?
Example: When I was marketing Coppertone, Moms often talked about the insanity of going to the beach with their kids (get dressed, load the car, drive there, haul the stuff, walk over burning sand, put on sunscreen, watch the kids in the water). They wanted more sanity in their beach experience. The Coppertone brand could not solve all those issues but we did create the first aerosol sunscreen and took away one major hassle for Moms (sunscreen application), which gave Mom more sanity in her day. Coppertone gave Mom more of exactly want she wanted - sanity, not sunscreen.
By the way, the product proved to be the biggest and most successful launch in the history of the sunscreen category.
O.D.O.o.O.D.B.
(TY: Seth Godin)
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