Apple doesn’t sell iPhones, they sell popularity.
They don’t sell iPads, they sell convenience.
They don’t sell MacBooks, they sell simplicity.
They are not talking about technology, when they are selling.
If you watch their ads & look at their sales process, they are focused on the prospect, not the product.
They are showing the market what’s in it for them.
They are not showing the market what’s in the technology.
They are selling the sizzle, not the steak. The steak is just a vehicle to get the sizzle.
The customer is buying a feeling. They are buying hope. They are willing to trade money for a better future… even at a premium price.
How can you add hope to your marketing?
How can you make your product so desirable that people are willing to trade top dollar for the better feeling it can provide?
Answer: Secret Recipe
What is your secret recipe that none of your competitors provide? What is so different about your product, that provides them the best solution to their problem, in the least time, with the least effort?
Google has been doing this for a long time now.
They have developed a secret recipe, AKA an algorithm, that makes the best content appear, immediately after typing in a search query.
It provides a good user experience, so users keep coming back.
Every time we have a question, we feel a sense of hope that we can get our question answered quickly & easily by typing our search query into Google.
What is your version of Google’s algorithm that makes people feel a sense of hope?
What do your customers credit for the reason they love your product?
This is what makes your product different.
This is what gives prospects hope that they can finally solve their problem.
Let’s say you own a gym.
And your primary message is currently about weight loss.
But your marketing is average and you would like to improve it.
For the most part, you don’t have a secret recipe… all gyms have weights, treadmills, towels, instructors, etc.
They all offer pretty much the same thing.
But, that doesn’t mean that your prospects know that.
To you, these things are common.
You & your competitors, vendors, employees talk shop all day long. You know the gym lingo. Everything seems ordinary to you.
But to the people who fear gyms, it’s all new to them.
You can talk about the incline on the treadmill, you can talk about the smooth gliding feeling of an elliptical, you can talk about the no-risk resistance machines so they can lift weights without worrying about crushing their foot or looking like a fool.
Talk about THEM… not you.
What they are REALLY worried about… what is REALLY stopping them from coming into your gym, is their fear of rejection. They feel ashamed of their condition and their self esteem is down. The last thing they want is to be made fun of or to look like a fool because they don’t know how to use the equipment.
So what if your secret recipe was a compassionate coach, that spent 2 weeks one on one with them. You have a private area with 1 of each of the pieces of equipment and you show them how to use it.
Then your coach introduces them to other members of the gym, who understand the secret recipe.
And you make videos showing them around the gym, introducing them to successful customers who say things like “I used to be embarrassed about my condition, but this club is so much different than what I thought it would be, I love this place & they love me”.
It’s an average gym, with a secret recipe that solves a specific problem.
And who says you can’t have multiple campaigns, solving multiple specific problems…
One that caters to the concerns of the meat heads.
And another one for the pregnant women.
And another one for the college kids.
We are talking about marketing here.
You have a license to be creative.
There is nothing stopping you from looking at what the great companies are doing today, and modeling it into your business.
The companies that grow, over time, are the ones who are great at marketing, not necessarily the ones with the best products & services.
If thou with the best product always won, then why did McDonald’s win?
Answer: They spend more resources on marketing than product development.
Ray Kroc told us that you could order a burger and have it ready within seconds. He built a menu that was so simple, he was able to get ingredients at volume discounts, which allowed him to sell burgers cheaper. He made it possible to drive your car up to the window & pick up your food.
These were all secret recipes at the time. He invented them. And he communicated them via marketing.
This is great news!
You can model McDonald’s by using marketing to talk about your secret recipes.
You don’t even have to “redo your menu” nor “build a drive-thru”.
Schlitz beer avoided bankruptcy by simply talking about something that their competitors were not talking about.
It was a marketing campaign… not a product innovation.
All the beer companies purified their beer, but Schlitz started talking about it in their advertising & sales surged, saving the company.
If you have an actual secret recipe, great!
But you don’t NEED one to give your prospects hope that your product can solve their problem.
You only need to talk about it, in your marketing.
This allows you to avoid discounting, and gives them hope because everything else they have tried didn’t work and now you are presenting them with a new way to fix the problem.