Ever thought about why you dive into a chocolate éclair (or mint chocolate chip ice cream, or a bag of jelly beans…name your guilty pleasure!)
I mean, it offers so much, right? Maybe you’re hungry. Maybe you had a bad day. Maybe you’re celebrating a big client win. Maybe you’re having coffee with a friend and want to share a bit of decadence together. Maybe you just think it looks gorgeous (an adjective I love to apply to food).
Hunger. Comfort. Reward. Friendship. Beauty.
There are many different reasons that could have driven you to that purchase decision. And it may be a different from my reason for buying one in line right behind you.
Your reasons for indulging in this culinary creation are your buying drivers.
The chocolate éclair’s benefits need to speak to those buying drivers…or you won’t care.
What does this have to do with marketing and messaging your offerings? EVERYTHING. Because if you are trying to sell me a chocolate éclair as comfort food for my bad day when I want to celebrate a big win, I’m gonna pass. That message just won’t speak to me.
Determine the benefits your ideal customer craves and speak to those when you talk about your work. (TWEET THIS!)
There are lots you can choose from, to be sure. This is why understanding your ideal client at an intimate level can help you narrow it down to what is most relevant and important for them.
Don’t talk about cost savings if I only care about top-notch quality. Don’t talk just about weight loss if I care more about fitness and health. Don’t talk about how complicated your process is as a way to prove it’s amazing if all I care about is ease and simplicity. Don’t talk just about how hopeless and sad is your cause if I’m looking to donate money that will offer hope and impact.
Know your audience. Speak to their buying drivers. If you don’t know what they are, ask them. Amplify the benefits they care about the most, not the ones you think they need to know.
Make sure the benefits you offer match up to the buying drivers of your target customer. Otherwise, you need to tout different benefits or find a new audience who cares about the ones you want to promote.