Branding

In the last post, we talked about how the stories and relationships are what really motivate users to care about our products and services, but there is an even more fundamental dynamic that goes on for everyone to drive purchasing decisions. As you come to understand this dynamic more and more, you will realize how to cater to your audience, sell more, get more traction and have an overall better success rate with your customers.

From point A to point B

If you really think about why we do the things we do, it is because everyone is going from point A (current lifestyle, habits, physical condition etc.)  to hopefully to get to point B (new salary, new location, healthier lifestyle, more time etc.). So the real question now becomes that, if your potential customers are indeed motivated by getting from one place in their lives to another.. how does your product or service help them do that? Keeping with the Facebook example from last time, it is clear that people not only value their relationships, but want to have a closer connection to those they care about. Facebook “solved” this problem by giving users the tools required to be more connected, and continue to push towards such a goal.

What about Google? People don’t just want a search engine to find things, they want to be educated. There is a clear and distinct difference between the two, as we only need to find things when we lack the knowledge in the first place. Understanding that users want to feel educated, have answers and therefore live a better life; their ideology of “organizing the world” makes sense.

Have you ever taken a step back to think about what makes a story REALLY good? I am not just saying what makes a story “ok” or “kind of interesting”. I am talking about the kind of stories that completely draw you in, and make you feel for each character within the story in a way that is hard to explain. You feel what they feel, you fear what they fear and you are completely engrossed in what is happening. If you look at WHY this is the way it is, you will notice a single reoccurring theme, it is always the relationships within the story that make you CARE.

One of the biggest problems that start-ups struggle with is how to make their potential users care about their product, their service in a sea of offerings. The common misguided ideology is that customers will pick them based solely on price, features, convenience etc. While these are all factors in the buying process, if the customer simply doesn’t care about why the product or service exists then it is all futile. So think about the connection that your product or service can have with your customers to build meaningful relationships (either directly or indirectly). Facebook has done a beautiful job creating relationship value indirectly for their users through creating a service that connects offline connections online. This service has garnished a valuation similar to Ford Motor company and at a breath taking pace.

In tomorrow’s post we will talk about the components that make a successful relationship just that, and help you understand how you can take your product and/or service and approach prospects in a way that gives it meaning, value and a relationship in their minds. Ready?