For those of you who are moms — Happy Belated Mother’s Day!
I’m not a mom yet, but I am in awe of those of you who are moms. Being a mom is no easy feat! Last year I spent Mother’s Day with my grandma. Shortly after that day, she passed away, so I’m grateful I had that time with her. During our time together we ate dinner and talked about what life was like before zip lock bags, cell phones, and Target store. (Some of my favorite things!)
Before all that, there was a time of paper bags & plastic wrap, rotary-dial phones, and the corner store on Main Street. It was also a time of (now) shockingly inappropriate advertisements.
You can use this same strategy in your business (without being inappropriate!)
The strategy is “results-based messaging.“
People don’t actually care about your product or service, they care about the result it will create for them. If you truly understand this concept and use it in your business, you will sell far more products and services.
Let’s look at the cola ad as an example. The ad reads:
“…tests…have proven that babies who start drinking soda during that early formative period have a much higher chance of gaining acceptance and ’fitting in’ during those awkward preteen and teen years… do your child a favor … for a lifetime of guaranteed happiness.”
Because they (Listerine) told me what I was going to get out of it – they focused on results.
This pretty purple bottle of Listerine might be exactly the same as all of the other mouth wash options – they might be an antiseptic, they probably kills germs, and they might have fluoride in them. But I don’t care about any of that. Those things don’t mean anything to me (directly) when I’m looking to have my dentist say “No cavities!”
Listerine brand figured out what I care about, the direct result I want, and then they promised to deliver that result.