Your business is excited about your latest product. You know your company’s product very well. You are convinced people will buy it once they know all of its features and capabilities. You create advertisements and websites telling people about all your product can do.
This is a familiar pattern in business. It is built on one assumption: consumers make choices based on knowledge. Yes, there are exceptions. That is exactly what they are: exceptions. The average consumer makes most of their purchasing decisions based on things other than technical familiarity with the product.
- Consumers buy a particular brand because it is the cheapest.
- Consumers buy a particular brand because it aligns with their lifestyle.
- Consumers buy a particular brand because it is convenient (think of gas stations).
Since this is true, it has one significant implication for your marketing: don’t market to knowledge. People don’t make decisions based on knowledge.
- Market to their desires
- Market to their goals
- Market to their needs
- Market to their lifestyle
Examine the successful brands. They don’t win people through knowledge:
- Users don’t choose search engines because they study the quality of the algorithims. They choose Google because it has a reputation of being able to find what they need.
- Microsoft and HP appealed to the technical features of their products. Apple appealed to the lifestyle of the user.
- Nike markets to the consumer’s desire for athletic achievement.
Don’t market to knowledge. It’s not where decisions are made. In your marketing, limit the amount of text devoted to the details of your products. Once you’ve reduced it to a bare minimum, reduce it even more.
Market to their dreams, goals, obstacles, and lifestyles. Don’t market to their knowledge.