If you want to market smarter and sell more stuff, you must be able to answer this question.
The challenge?
We've been looking for answers in the wrong places.
Many marketers are obsessed with gathering data about their customers.
We use this data to segment our customers into tidy personas based on shared attributes like age, gender, job title, and company size.
And then we layer on psychographic stuff like labeling prospective customers as "dog lovers" or "environmentally-conscious" or "travel enthusiasts."
This approach can be helpful when it comes to figuring out how to target the right prospects, but it doesn't tell us *why* they buy.
People don't buy because of *who they are.*
They buy because of *who they want to become.*
What your customers really buy - what we all buy - is a better version of themselves.
Source: https://twitter.com/KateBour
Bonus thread : https://twitter.com/KateBour/status/1544647157579481091
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Firewood, clothing are just a few examples. But the advertising is too late because I already have it.
Let's say you're a dog owner. Isn't it interesting about that dog owner, dog food, dog toys. etc. to show ? That shows who he is at that moment, after all.
I am a traveler. Dat blijkt uit mijn sociale media etc. If they send me advertising about travel, they're probably going to trigger me. But what do I want to be ?
Perhaps “buying how we want to be” only applies to the purely material, such as interior or food or something. But at least I wouldn't buy it if I don't need it.
Of course, the more money you have, the less you have to look at it.
I like this sentence. Indeed, I think it is often a kind of dissatisfaction. If you are happy and happy, you don't need much (news). Then you can minimize. Great insights.