In discussing marketing efforts with a client recently, I mentioned to them what I believe to be a valid point. More so today than ever. In making purchases, the trend being (and has been for a very long time, with some exceptions) is that people make purchases based more on who they would like to be or envision themselves being than who they really are. We buy things that progress or propel us into things, places or people we desire to be. A vacation destination, fitness clubs, food choices, cars we drive, coffee we drink, a sport we play, clubs we frequent and even our choice of movie theaters (if there are more than one in per local).
I know, "Duh!" But this is lost on a lot of businesses. For most customers there is an innate desire to just improve. Ourselves, our situations, our lifestyle. Marketing assists this world view more than anything. If your product or service does this, are you effectively communicating it to your customer base? Tell the story that brings them into what they envision for themselves and watch the results.
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