Many brand marketers cling to the consumer research principle; namely, most users conduct intensive product research before making a decision. No info, no response. Hence, the flood of product content to satisfy appetites.
True, researchable data is crucial to many. Therefore, free flowing content is vital. New findings, however, suggest the inadequacy of information alone. Often, it seems, psychology plays a key (and possibly the main) role in the decision-making process. Among the psychological factors, differentiation looms particularly large. In effect, demonstrating a difference often makes the difference between user action and inaction.
Differentiation in this case doesn’t refer to brand or product; it refers to consumer. As it turns out, many users want to know how a product or service will make a difference to them. To these people, it’s strictly personal.
This revelation clears up a mystery baffling so many brand marketers – why, given the abundance of product data, are responses so meagre? (The hoped-for response may be anything from making a purchase to signing up for email updates.)
The simple answer is – you’re not being clear about how a product or service will make a difference. Simple directives such as ‘buy’ or ‘click’ won’t pay off when psychological needs prevail – which, as it turns out, may be quite frequently.
No question about it. The answer to “What’s in it for me?” must be obvious. The simple instruction ‘buy’ often will work much better when appended by something like “… and smell springtime fresh all through the workday”, “… and enjoy a radiant smile”, or “… and catch more sea bass.” The promised benefit, of course, depends on product or service.
The personal difference principle has been a marketing staple for eons. Yet, it often gets lost in the content rush. Don’t get aced out. Instead, refocus messaging on the personal needs and lifestyles of intended recipients. This policy can and probably will make all the difference in the world.
If you have questions or comments about improving consumer response rates, or any other brand-related topic, feel free to send them our way. You can connect with the Young Company team at 949-376-8404 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.