Targeting Through Language
(This is an edited version of the article originally submitted on September 29th)
Marketing anything from the cheapest lemonade to the most expensive cars requires you to speak in the customer’s language. No, it isn’t English, Chinese, Japanese, Spanish, or any other so-called international languages. Marketing through language requires you to speak a distinct type of knowledge: the language of insight.
When you’re communicating with the consumers, the two of you are coming from two different “planets” so to speak. In order to be successful in marketing, you need to know where they’re coming from. Through this, you will learn to speak the customer’s language.
Customer’s Perspective
Most people won’t readily part with their hard-earned cash. But people have needs and wants that should be met. You, as the marketer, need to convince the customers that you have something that will fulfill his desires. It makes no difference what products you carry whether it is a sunglass, an automobile, or a toaster, the concept remains the same.
The product itself is irrelevant because the customer is not interested in the product itself, he is interested in its functions and benefits. Customers want to see results, fulfill their vision, and satiate their cravings. They shell out money to help them achieve their goals of better quality of life.
Marketer’s Perspective
Meanwhile, the marketer has a different viewpoint. The marketer doesn’t know or feel what the customer is feeling. Questions like “would the customer want to feel special after buying the product or does he simply want a functional product that serves its purpose?” and “how can I tempt the customer to buy this new revolutionary product?” inevitably arise. It is essential to convince your prospects that they need the product you’re selling because it will help fulfill their needs.
Look into the example of home appliances:
Toaster – the customer is looking for a toaster. You instantly assume he’s buying the toaster because he wants to toast his bread. But the underlying reason might be because he wants to have a short breakfast. Marketing the efficiency of the toaster is key in this case.
Espresso machine – the customer wants to buy an espresso machine. You think he wants to drink strong coffee everyday. But the underlying reason might be because he wants to replicate his European experience. In this case, outlining the experiential benefit of the espresso machine is crucial.
You should approach the customer using their language. That way, you will be able to delve into his emotions and sell your products or services effectively.
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