WWMD: What Would Mike Do?
If you a inform a narrative to someone who needs and wishes to listen to that story, eyes light up, pulses quicken, trust is built and action is taken.
Satya makes and sells hats. Beautiful, bespoke, handmade hats.
But we’re a hundred years previous the time someone can say, “I make hats,” and be carried out with it.
Among the questions the marketer needs to ask, questions that amplify the, “who’s it for?” mindset:
Are these hats for people who find themselves new wwe shirts already shopping for hats?
Are they a gift item for someone who’s seeking to please someone who’s in search of one thing new? Proven? Cheaper than it looks? Uncommon?
Are they a shopping experience, a bespoke process that is exciting and full of possibility, just for the one who values both the method and the hat?
Or, are these hats for women who respect magnificence in any form, and who have already purchased all of the scarves they will handle? Or perhaps for individuals who want to purchase what the folks they admire are shopping for?
The marketer can change her story, however she can’t simply change the worldview of the person she seeks to promote to. It is almost impossible to show somebody who does not care about hats (in particular) into someone who cares lots about hats.
This individual the product is for: What do they believe? Who do they belief? What do they seek? What are they afraid of?
Satya is nicely on her way to decoding this puzzle.
Second example: Paul makes and sells amplifiers. To an outsider, these amps are ridiculously overbuilt, oversized and overpriced. To some hobbyists, though, they’re magical, brilliantly engineered and priced at ninety% lower than what related products cost. (!)
The questions, then, are concerning the story the potential buyer tells himself:
Do I search one thing company, mass produced, powerful, handmade, distinctive, uncommon, new, proven, high-worth, excessive-priced, top-of-the-line, mysterious, invisible… Do I wish to be able to tell myself a narrative about these each time I turn them on? Or tell a story to my associates? Finally, that story is about me, about my function in society and my imaginative and prescient of myself.
This goes means past specs and costs and the measurable. It is about role models and feelings and emotions first, with the words added later, and the machinery (or the felt) added last.
In Paul’s case, he and his workforce have been direct and consistent in celebrating the character of the design and the designer. They haven’t said to the world, “right here it’s, it’s for everybody,” instead, they’ve said, “that is our story, that is who constructed it and who it’s for, it is likely to be for you if you’re the particular person that resonates with this type of story.”
Most inventors and marketers start with what they have (the stuff) and attempt to work backward to the ‘who is it for’ query. It makes a lot more sense to go the opposite path. Determine a set of fears, desires and attitudes after which determine what kind of story fits that lock in a approach that delights the consumer. Then go build that.
Not simply hats and amps. This thinking can also be where Lululemon, Nike and AeroPress came from. Possibly your subsequent challenge, too.