My wife and sons have been gone for a few weeks. It’s a great opportunity each year for them to spend time with their grandmother, cousins, aunts and uncles. I wish I could spend the time away with them, but I can’t take that much time off.
I missed them a lot. Each for various reasons.
I missed my wife, the conversations, the life-sharing. OK, I missed her organizational skills, the house management and how well she does dishes and laundry. There. I admitted it.
My two teens are so different from each other. I missed the older for his intellectual and political banter; and strangely, I missed his “nothing”; which is his standard answer to my, “What did you do today?”.
My younger son; I missed his technology discussions, our “everything Apple” back and forth, and his quick wit and joking. And I miss how beautifully they mow the lawn (especially since we’ve had a long run of 90 degree weather).
This experience reminds me of what we do for branding and marketing of a product or service.
It all starts with determining the head space of your audience. Take a moment, close your eyes and imagine your audience. Put yourself in their shoes.
- What are they missing? Everyone can’t have everything. Therefore, your audience needs something. In order to determine what that is, think about the basic needs of a person: Basic Biological Needs, Safety, Belonging, Esteem, Self-Actualization, Transcendence. Where does your product/service fit?
- How long have they missed your product/service? Do they realize it yet? This helps you understand whether you need to promote a new product/service… or educate. Critical to saving money!
- Convert this need to a benefit you can offer. Not so easy; however, since you’re in their head space; ask yourself, “Why do I need this, how is it making me feel, how’s it benefiting me?” That’s the message you need to use.
I love having my family back. Plus, I love talking about the importance of determining the message of selling your product/service. It’s the start of great things ahead. If someone truly needs your product and you communicate the benefits of it properly — you’ll have success!