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This might be surprising; customers don’t really care about your product. Many business owners forget this. Just check most social media posts, which focus on a product or brand’s features. But that’s not what customers value. What they really care about is the benefit they receive from using that product or brand.
Think about your own buying decisions. Why do you buy a product? Do you buy a sparkling probiotic beverage because of the CFUs? Likely, you purchase it because it will make your gut feel better.
Whether recognized or not, we are all pretty self-centered regarding what and why we buy. This even includes those products that are genuinely mission-based. Let’s face it, doing good feels good, and that is often why a product like that ends up in our cart.
If you accept this premise it becomes clear how much of your marketing efforts may be missing the mark. Seeing this also provides you with the opportunity to change those efforts and the way you communicate with your consumers. Doing so could become a competitive advantage.
Those of you who often read my stuff or listen to our TIG Talks podcast, know that I believe empathy to be a superpower. In a recent episode, I was joined by Jono Bacon who is an expert on building community. He stated “Your product is used as one tool within a future success state. It’s about zoning in on what that success state is and helping your community to be a place where people can do that well.”
He offered a cool illustration of that point. “People don’t buy musical equipment because they want to learn how to use the equipment. They want to buy it so they can make great music.”
Jono went on to share “Too many businesses don’t realize that your customers are only partially interested in your product. What they care about is the outcome.”
As it relates specifically to the use of consumer empathy, Jono suggested that you “think about what sucks in their life. What is painful for them? What are their problems? What are their roadblocks?
If you look through the eyes of your consumers, what is it that you are offering them? How are you making them feel better, or improving their lives?
If your marketing speaks to consumers, after seeing one of your Instagram posts they think, wow these guys get me. Purchase intent will go through the roof. That is the riddle you need to solve. Figure out how to meet your consumers in their moment of want or need. Prove to them that you understand and support them. Stop telling them about your product and instead show that you care about what “sucks in their life.” Do this and your marketing will go from missing the mark to hitting the bullseye.