That’s right – did you get that? Let me say it one more time – your customers could care less about your “product” or your company- they only care about themselves!
Unfortunately there are very few marketers that get that. They worry about the relationship between their customers and their company or their products. And they focus on just that – not realizing that what really counts is how customers feel about themselves when purchasing or using your product or frequenting your company’s premise.
Tom Asacker gets it (if you have not read his book – do so soon) – and in a great post today brings up a few new examples to make his point – a woman not switching from Starbucks because she fears she would be missed, and of course the classic one, Harley Davidson selling esteem and not motorcycles. I mean, how many brands do you know that people are willing to permanently “brand” (i.e., tattoo) on their body without being forced or paid to do so? They don’t do that because they feel good about the product or the company – they do it because they feel good about themselves when using the product.
And that’s not just true for consumer goods – but also for B2B products!