Sookio writes:
How does the customer recognise themselves in your messages? Good marketing communications put the customer at the centre - solves problems, fulfils a need or (let’s Kondo things up a bit) will spark joy. Features are secondary, pinpointing problems, needs or emotions give your product a purpose.
To inspire you to use customer-focused messaging we’ve gathered examples of how brands do this well. The customer focus - problem solving, centred on needs and designed to provoke emotion - hooks people in like nothing else. Read and learn…
(You’ll spot that the intro was customer-focused! Focusing on your need to sell more and communicate better!)
1. Solving a worry
Google don’t sell their photo service by describing how it works and how much storage you receive, but instead by focusing on data security.
Many people are worried that if they store cherished photos digitally that they could instantly be lost. Google Photos and the Pixel phone solves this issue. Your memories are kept safe, and this is why you should buy this product. As you go through the buying process it will explain how much storage you get, how it works and how much it costs.
2. Creating an opportunity
Airbnb show this to anyone browsing the website for homes to stay in, you may not have been considering hosting but this strong message makes it feel like an opportunity for you. This is a great way to solve a problem - someone wanting to earn extra money.
It also makes it seem simple - you already have your home and you live in an area that’s in demand - Airbnb is ready for you to take the next step.
What kind of opportunities does your product or service open up for people? For example, if you’re providing online courses for freelancers, your service opens up the opportunity for someone to launch their new career or break free from the 9 to 5.
3. Offering clear results
This tweet, from our client Cambridge Econometrics, uses the word ‘need’ to compel the reader into reading the report in question - the 7 key points are a need to know instead of a nice to know.
The reader also knows that the information will be digestible and easy to understand, which solves the problem of being confused by complex climate change science.