Marketing Changes People Through Stories, Connections, and Experience
As we already read in the previous chapters that every person has a story. The same thinking minds build a group and then culture. But the narratives of every person in their stories are very different. Marketers have to imagine and tell the stories in the way their target people need to hear, not in the way that they themselves believe in.
Desire for gain vs Avoidance for loss
Some people see shopping as a thrilling activity and an opportunity to take risks but for some people, it’s a threat to purchase a new thing. Therefore a marketer should change its tactics according to the target audience. For people who are unwilling to buy a product which they really need and also have the access to money, one has to create a generous story that implies the loss on their part by actually not buying the product which they need, which can something look like providing sample products/services for a limited period of time and then only letting people decide if they want it or not. If you know that your target audience really needs the product, they will buy it to avoid the loss, they will have after losing something that they actually need. It’s just like having some free trial sessions of yoga classes or coaching classes.
Marketing isn’t a race to add new features in less money.
Why do all households have a T.V. in their living room, when we rarely watch it, most teenagers because they have other better options like Netflix, and most adults don’t have the time?
Maybe because we want to have a safer option every time to entertain ourselves.
It could be because everyone has a T.V. in their home, it makes us feel respected when we show our guests a 30 inches big LED screen.
That is it, there are many irrational forces that make the decision while buying, it’s not always the utility of the product the matters, that’s the most desired emotions. It’s how your product makes them feel. It could be a safe feeling, reputation, respect, connection, belongingness, peace of mind, or any desired emotion.
