Last month I bought a DSLR Camera. I didn’t choose my camera because of the brand, the commercial advertising for the camera or because it’s cool to have a DSLR. I bought my camera because I want amazing pictures of my children.
When my DSLR gives me breathtaking action shots, landscapes that make me say wow and portraits of my kids that make me smile, that’s an emotional experience. This emotional experience gets me sharing my photos, boasting about my camera to friends and family, and it leads me back to the company to purchase accessories to help me get more out of my experience.
Customers don’t buy products for the sake of having products. They are buying an emotional experience.
I bought my camera for the same reason your customers buy your products. You don’t buy a shiny stainless steel, non-stick skillet because it looks good. You buy it because you want good meals and easy cleanup. Customers don’t buy products for the sake of having products. They are buying an emotional experience. In the case of the skillet, the emotional experience is great meals and easy cleanup.
Too many companies focus solely on the product or service offering. But the product is simply a commodity. You need to take the commodity out of the product and focus on the customer experience. Customers aren’t really buying products. They are buying the emotional experience the products can give them. Always think about how you might make emotional connections with your customers. How might you create a warm experience? How can you WOW your customer? I always encourage my clients to adopt the “Man in the Desert” philosophy in order to consistently make emotional connections with customers.
Focus on giving customers an emotional experience. When you focus on the emotional experience, you’ll generate persuasive word of mouth advertising, build loyalty, and achieve growth.