What Are You Really Selling?
You may think you know and the answer may surprise you.
What is obvious may not be your buyer’s primary driver.
Here’s an example:
Look at the photo of the treehouse. What is this company selling?
You might say design, architecture, engineering, site selection, etc. – right?
All of the above should be assumed, and they should position themselves as the authority on treehouses, which they probably already do, But what else does their buyer seek?
There are probably several markets for this company, but let’s use parents as the primary market because it’s the most obvious.
What do parents want to impart to their kids? Leadership, problem-solving, the ability to think under pressure, resilience, the use of imagination, fitness, social skills, fun, adventure – the list is fairly endless.
Now ask yourself, what is driving parents crazy right now?
Many would answer, kids, being glued to a screen, inability to let go of a phone, lack of conversational ability. These all have serious implications. What are they?
Lack of social interaction, scarcity of imaginative play, self-leadership, physical fitness, being kids (without 21st-century electronic weapons), and a sense of adventure and risk.
This company can confirm this for themselves through a few client interviews about what was most important to buyers and their decision drivers.
So the real answer is to weave the most important drivers into their messaging in their materials, website, and collateral, especially in their words and stories.
#whatareyouselling #marketingmessage #treehousemarketing #storiesthatsell #bigshoesmarketing