Run time: 53 seconds
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You’ve likely heard the advice to meet your customers where they are and engage with the conversations they’re having in their minds. This month, we delve into how to address your audience’s aspirations, wants, frustrations, and fears in your marketing communications.
Starting with aspirations: People often buy products that align with their goals and dreams, whether it’s achieving a healthier lifestyle, showcasing social status, or pursuing personal interests. When you appeal to someone’s aspirations, it is not an urgent need but a positive emotive hope for the future and who they want to become.
This might not seem like a powerful tool, but an example would be luxury goods, particularly the luxury car market. You can get a safe reliable car for much less money than a luxury car. Yet, thousands of people spend the additional money every year. Many buying decisions are highly emotional, and tapping into aspirations exploits this fact.
So, does your service or product have the potential to help your customers reach their aspirations? If yes, ensure you include messaging and imagery that makes that clear.
Next week we’ll explore customer ‘wants’ and how to leverage them in your marketing.
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