(Photo by Alex Brown)
Imagine you’re looking to purchase a bottle of wine as a gift for the host of a party. You’ve narrowed it down to two bottles in your budget that look good. Both of them are well-recommended by the wine store owner. But then she tells you that one of the bottles comes from a small family vineyard, continuously owned for four generations. The wine is produced in small batches, the wine labels designed by an artist in their family, and the bottles are made from recycled glass. The other bottle contains equally delicious and affordable wine, produced by a winery you’re heard of. Which would you buy?
If you’re like most people, you’d chose the wine from the small family vineyard. And you’d feel good about doing so – knowing that you’re supporting a small family operation, and feeling a part of that tradition through your purchase. You’ll probably also share the story of the bottle with the party’s host – showing that you spent time thinking about what to purchase, and including their interest in the story as well.
When you’re marketing your product or service, realize that your competition’s quality may be as good as yours. The price may be as good. Ditto the reputation. So, how can you distinguish your offering from others? With a
good great marketing story that lets people know what story they are also buying as part of the purchase. Consider that most people, after visiting your website’s home page, next visit your “About” page. Why? Because they want to know your story, and to somehow see if they “connect” to you. That’s why you should include details not only about your offering, but relevant details about you, your values, your aesthetics, etc.
First, focus on producing a great product or service. But to sell it competitively, develop a story that explains what people are buying into. This will help you to satisfy people’s analytic and emotional needs.
1 thought on “It’s the Marketing Story, Stupid!”
Jay, In a very brief way you have captured what I believe is one of the essential truths about marketing. I’ve worked as an executive coach with many small to mid-market closely held companies and following your wise advice can make all the difference in the world. Of course as you say, the product must be great and fairly priced. After that given, the marketing story DOES make all the difference. Thanks, Dale Biron