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“𝘗𝘦𝘰𝘱𝘭𝘦 𝘥𝘰𝘯’𝘵 𝘣𝘶𝘺 𝘱𝘳𝘰𝘥𝘶𝘤𝘵𝘴 𝘣𝘦𝘤𝘢𝘶𝘴𝘦 𝘰𝘧 𝘸𝘩𝘢𝘵 𝘵𝘩𝘰𝘴𝘦 𝘱𝘳𝘰𝘥𝘶𝘤𝘵𝘴 𝘥𝘰, 𝘵𝘩𝘦𝘺 𝘣𝘶𝘺 𝘱𝘳𝘰𝘥𝘶𝘤𝘵𝘴 𝘣𝘦𝘤𝘢𝘶𝘴𝘦 𝘰𝘧 𝘸𝘩𝘢𝘵 𝘵𝘩𝘦𝘺 𝘤𝘢𝘯 𝘥𝘰—𝘰𝘳 𝘸𝘩𝘢𝘵 𝘵𝘩𝘦𝘺 𝘪𝘮𝘢𝘨𝘪𝘯𝘦 𝘵𝘩𝘦𝘺 𝘤𝘢𝘯 𝘥𝘰—𝘸𝘪𝘵𝘩 𝘵𝘩𝘦𝘮.” (from the article)

Some of the most iconic brands—Apple, Pepsi and Starbucks—understand this very well. In their messaging and brand ethos, it’s all about the customer, not the product.

People clamor to get the iPhone 11 not because it has three cameras or more megapixels, but because it empowers them to take stunning photos and videos—which get likes and reactions. They’re buying a better way to capture every moment that matters and share those moments with others. And, they’re also buying into an elevated identity—being seen as someone who takes awesome photos.

With the colleges we work with, this is also true. Prospective students come to them because they want to become better versions of themselves. Maybe they want to have a career of impact, or they want to be the first in their family to graduate, or they want a distinguished education (and so on).
When we help schools tune-up their digital conversion processes, one area we first look at is how they digitally engage their prospects and students.

Do they talk about the student (what’s in it for them) or only the product (number of degrees, class size, etc.)?

Do their digital assets invite people to interact—by asking questions, 𝘵𝘩𝘦𝘯 giving them content that relates to their responses?

Or, do their landing pages and emails provide the same information to all people?

Are they following-up with content that affirms a prospect’s specific motivation for wanting a degree?
etc..

This is one of the most interesting articles we’ve come across—about how making the message about the user took Pepsi from a struggling startup to a billion-dollar behemoth with a single ad campaign. Good stuff!

People Don’t Buy Products, They Buy Better Versions of Themselves What Apple, Samsung, and Starbucks learned from Pepsi

Launch, then learn. 🚀

That's the credo of today's Experience Marketers. 💪

They believe that great marketing should be made simple. That perfect is the enemy of progress. It always comes down to human connection. The best experiences move and inspire people to act because they're relatable and engaging.

Too often, digital marketers and entrepreneurs get ensnared in the death trap of trying to "think up" all the answers before they launch. It's exhausting—and all too often—a recipe for disappointment. You must hit a home run on every at bat to make it work.

There's a better way...

Your market is hungry to tell you what they think, feel, and believe. And when you not only listen to your market—but converse with them—you can unlock rich insights lying dormant in your customer database.

And these insights can iteratively propel your business forward faster—and further—while your competitors are holed-up in a conference room trying to conjure up the next big idea.

It all starts with a question.

Want to know why prospects won't buy?

Ask them.

What to know how market to your prospects?

Ask them what they want, what they love, or what's eating at them.

Want to get more people to buy?

Ask questions that drive to the heart of what matters most to THEM. Then, give them relevant content (in the moment) that empowers them to make informed buying decisions on their terms.

It's really that simple.

Don't over-complicate or over-think your marketing. Your next breakthrough could be just one question away.

The more you connect with your market, the more you'll sell.

Want to learn how enterprise brands and savvy Experience Marketers are leveraging view.DO digital experiences to transform their data into experiences that engage and connect? (at scale)

Call or DM us to find out if you qualify for a free strategy consultation.