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Having A Great Product Or Service Does Not Mean You Have A Great Business

marketing psychology Jan 06, 2020

A lot of people are surprised when I tell them that having a great product or service is not the most important factor when trying to grow their business.

Does that mean you should ignore product quality?

Absolutely not! 

Having a high-quality product or service is mission critical to making sure your customers and clients come back over and over and over again. 

Quality is absolutely vital when it comes to customer retention and ensuring your customers have a great user experience. 

When it comes to actually attracting new leads and turning them into paying clients, product quality is not the most important thing.

 People don't buy products or services for their amazing features. 

They buy because of how that product or service makes them feel. They buy based on the transformation that a product or service is going to help them to achieve. 

People don't buy products or services, they buy transformation. 

The Impact Of Emotions

So what does it mean for your business?

It means that when you're marketing a product or service to a consumer, it's most effective to target the realm of emotions - their subconscious mind.

While it's important to highlight the great features of our product, it's more important to highlight the emotional responses your potential client or customer will achieve by using your product. 

How does your marketing make them feel?

If you're not creating emotionally charged content, then you're missing out.

According to Harvard Professor Gerald Zaltman, "95% of purchasing decisions are subconscious". 

Emotion is what really drives the purchasing behaviour, and also, decision making in general.

How To Start Implementing!

The worst thing you can do when learning something that can potentially change your business is to do nothing. 

The biggest challenge with research and information though is how to actually apply it. 

So based on the above, what you can start to do today to improve your marketing?

✅ Identify your ideal client and get to know them in-depth. People don't buy what you do, they buy why you do it. How does your why align with the transformation you help your customer/client achieve? 

✅ Start telling stories in your marketing and sales. Emotionally driven stories that resonate with your audience help to sell the transformation you're going to help them to achieve.

✅Use the words "because", "imagine", and "so that" in your website, funnel and all marketing material. Imagine statements are a really powerful way of using what's called "future pacing" which is an advanced NLP (neuro-linguistic programming) technique. You get them to imagine the feelings and transformation they've achieved by using your product which creates a really strong "internal representation" in their mind. 

Start implementing today, make one change, test it, and look out for our next update!

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