“Why should anybody care about this thing that I’ve made? Why should anybody give me money for what I’m selling?”
Have you ever asked these questions? They’re a lot more common than you might think.
Shoving something in someone’s face and saying, “Hey, look at this thing I’ve made, please buy it!” doesn’t actually work very well.
It’s the reason why banner ads have lost traction over the last few years. People are tired of having things shoved in their face without their permission, and it’s not a very compelling way to reach your audience.
Getting someone to care can seem very difficult, but it’s actually a very simple formula.
People aren’t going to care about you until you prove that you care about them.
They want to know what you’re going to do for them, not what you’re going to sell them.
This is why story is important in the world of nice to haves.
Create a Story That Is Relevant
It’s not just about telling a story. You have to tell a story that matters to the person who’s reading it.
The story has to be engaging, it has to resonate, and it has to be something that promises to deliver an end result.
If your product doesn’t solve a problem, you need to start by asking the following question:
“Why would somebody buy my product?”
You don’t get a free pass here by saying you don’t know. You need to dig deep and really ask yourself why someone would buy what you’ve made.
Why would someone hire you? Why would someone sign up for your service? Why should someone hand over their hard-earned money for this thing that you’ve made?
If you make T-shirts, someone might want to buy it because they want a new cool T-shirt that expresses their personality. If you’re selling an iPhone case, someone might want to buy it because it is more durable than the competitor.
Start with the small reasons, and then explore from there.
Speak Into the Stories of Your Customers
Once you’ve determined the benefits of your product, the next step is to focus on the end customer. By this point, you should have already determined who your target audience is.
How will it make their life better? What can they use it for? Why should they choose you over someone else doing something similar?
Answering these questions will help you build a foundation so you can speak directly to the people who will eventually become your customers.
Have you ever noticed that your favorite clothes store doesn’t just display the clothing? They show pictures of some muscly guy on a beach wearing the shorts you were eyeing, or a girl driving a really expensive car wearing that outfit you had in mind.
These pictures aren’t for show and tell. They are quietly making you a promise.
- “Buy these shorts, and you’ll be the coolest guy on the beach.”
- “Wear this outfit, and you’ll look like someone living in luxury.”
- “Own this smart phone, and stand out from everyone else around you.”
- “Drink this espresso and become the embodiment of culture and sophistication.”
These brands are subtly making a promise, and they’re using story to help their customers believe that promise.
Story is more than telling people what they’re buying. Story is about telling people how their lives will improve because of what they’re buying.
Brand, Market, and Sell Your “Nice To Have”
If you’re finding yourself still lost in the world of branding, marketing, and selling your nice to have product or service, I’m writing a book that will help you.
The book is called Nice To Have, and I’m in the writing process right now, with a launch date to be announced. Nice To Have is designed and written to help you navigate your industry, find the value in the product or service you provide, and fashion a story that resonates with your future customers.