Imagine coming into a newly formed business during its first
week of existence. You are the person asked to manage the marketing for the new
venture. What is your first step?
Several start ups have come to me with a version of this
question looking for coaching and guidance. I always give them the same advice.
How will your customers feel when they use your product?
It is so important to deeply understand the emotional help
your product/service contains. Think of the BREAK GLASS IN CASE OF AN EMERGENCY
that you often see on the wall of a building. If your customers broke the
glass and found your product or service inside, how will your solution make them
feel? Will it give them the sense that their own emergency will be solved? I'm not being poetic. I'm being practical when I ask how does it feel?
Will they suddenly feel safe, loved, protected, patriotic,
relax, smarter, prepared, creative, upbeat, useful, and glamorous?
When you understand how the customer will feel, then you can
begin to think about the range of tactics to tell your story and the tone and
style of those marketing communications.
Start with the feeling.
Jeffrey Slater from MomentSlater
Need help assessing how your product might make a customer feel? Let's talk about it via Clarity and I can help you find the on/off switch to amplify how your customers feel about your product.
Labels: emotional marketing, marketing feelings, Marketing First Steps, Marketing Moments