The brain spends 30% of its time day dreaming unless it's listening to a story. And if you want to invite customers into a story in which they are compelled to live differently and use your product to solve their problem, the very first thing you have to do is to find something that they want. The key here is to define it in a way that everybody understands exactly wat it is. Don't be vague, and don't define too many things.
What are you selling? Your quick answer may be “real estate” or “jewelry” -- but to really connect with customers, you need to understand the deeper value you offer them. You don’t sell real estate, you sell peace of mind. You don’t sell jewelry, you sell confidence.
Join us on this episode for a deep dive into defining what your customer really wants. First, Don and JJ talk about why we need to understand our customers’ desires. Then, Don interviews advertising executive Aaron James about real-world ad campaigns that have done just that.
If you want to give yourself a big advantage as we start 2019, this is the episode for you!