Great marketers tell stories that move products and services. They are not the only ones telling the customer a story. The customer is telling herself/himself a story about your product or service as well.
The most practical and logical vehicle for families to drive is the mini-van. Most seat up to seven people, are rated high in safety standards, they get pretty good gas mileage and basic maintenance is affordable. Why, then are there very few of them in our driveways compared to SUVs? Four wheel drives use more fuel, they are more dangerous to drive, tires are expensive, they don't seat as many, maintenance cost more and it's hard to find a parking place for many of them.
It has to do with the stories we tell ourselves and how they make us feel.
The story we tell ourselves about the mini-van is about a stay-at-home soccer mom who is spending her time driving kids she doesn't even know from one event to the other. Mental images of grocery bags and cleaning supplies enter our mind. These emotions are far more powerful than any logical reason you can come up with to buy the vehicle.
Here is a fact for you: "SUV's make people feel good about them selves and feel good about driving."
As marketers we tell people the story we want them to hear. They blend that tale with previous ones and make new ones. The stories customers tell them selves are a blend of your advertising, referrals, reputation and most important: personal experience.
What story are people telling themselves about you, your product, your service or your organization?
The most practical and logical vehicle for families to drive is the mini-van. Most seat up to seven people, are rated high in safety standards, they get pretty good gas mileage and basic maintenance is affordable. Why, then are there very few of them in our driveways compared to SUVs? Four wheel drives use more fuel, they are more dangerous to drive, tires are expensive, they don't seat as many, maintenance cost more and it's hard to find a parking place for many of them.
It has to do with the stories we tell ourselves and how they make us feel.
The story we tell ourselves about the mini-van is about a stay-at-home soccer mom who is spending her time driving kids she doesn't even know from one event to the other. Mental images of grocery bags and cleaning supplies enter our mind. These emotions are far more powerful than any logical reason you can come up with to buy the vehicle.
Here is a fact for you: "SUV's make people feel good about them selves and feel good about driving."
As marketers we tell people the story we want them to hear. They blend that tale with previous ones and make new ones. The stories customers tell them selves are a blend of your advertising, referrals, reputation and most important: personal experience.
What story are people telling themselves about you, your product, your service or your organization?
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