http://www.wedesignedit.com/french-curve-template/
French Curve Template
People rarely buy what they buy. Come again?
It is true – what people buy is well beyond the tangible products and services. What people actually buy the intangibles beyond what you can see and touch, such as image, security, freedom, peace and joy.
Is giving customers what they really want? Do you know how?
If all motorcycle enthusiasts wanted Both vehicles were scooters, why buy a BMW and buy a few Harley-Davidson? This is not steel and feature simple, each these bikes is a picture. A BMW quietly States sophistication, comfort and style. A Harley roars: "I'm tough and dangerous, a person is caught!"
Car buyers want more than just a car, they want a car that proclaim they are, something that defines them. Drivers Mercedes wants prestige. Toyota Prius drivers define themselves as sensible people and environmentally friendly. Jeep drivers love the image of freedom and rugged manly activity.
Most of our purchasing decisions are taken we define the world, but to satisfy basic needs of survival. Abraham Maslow gave us knowledge of the human psyche, with its hierarchy "needs."
If you try to answer basic needs is far behind the curve of civilization. We conquered survival, now we want self-definition and fulfillment.
If you're selling soap, do not sell soap; sell environmental awareness environment. If you sell food and non food is sold, the sale of health and well-being. If your product is footwear for men, do not sell shoes for men, selling the image of good humor. If your company produces and women naked, do not sell shampoo, selling casual and sexy.
How to give people what they want
The how is simple: talk to intangible assets in all its marketing communications. Help your customers to define and improve their own image desired by the purchase their product.
Consider this example of a Bowie Lone Star Cutlery knife, an online retailer of sports and collectible knives. The current description is nothing more than the tangible features list:
- 440 Low Carbon Steel Saber Clip Blade
- Beautiful India Stag Bone Handles
- Brass Guard and Pins
- Full Tang Construction
- Tan Leather Belt Case Printed "BEAR & Son"
- Bear & Son Limited Lifetime Warranty
Now see the knife come to life with descriptions of the following example:
Easy, the couple – 9 inch bites bad boy. If you eat food with a French culinary delicacy, sunbathing in classical music and turned into a luxury sedan, it is not you. This beauty is the Harley-Davidson, cutlery, the rough-and-drop Backwoods difficult than the hardest customers.
When grasped the handle and balance test will feel the strong wind in the hair of the plain, watching the blue sky of the west, and the pain of being in a wild game and dangerous. Yes, sir, no power in this huge steel – and only the bravest dare to treat him.
And if not you, it's better if you slow this Bowie here …
Of course, you and I know that this knife is not used in a "savage and dangerous" hunting, which sit in a window, and rarely played, anyway. But what matters – the buyers want more than the knife, but you want the image The knife represents.
The above description shows sell what they really want, beyond the steel and bone. They want to feel an increase in their own image when you take the knife.
Explode your sales? Sell your customers what they really want – Intangible assets of the image and feeling. Talk to your self-definition, rather than their survival needs. They show clearly why the purchase Your product is a perfect expression of what they are.
You do not buy what you see – they buy what they are. Do you know who are your customers? Are you helping to improve your self-image?
Stephen Palmer is a freelance writer and the New York Times bestselling co-author of Killing Sacred Cows. Stephen pilots your book, website, and marketing content through the overwhelming Information Age sea of content to the shore of stellar success and profitability. Learn more at http://www.writingcaptain.com
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