“You had me at…” Marketing to the unmet need
Apple is amazingly adept at it—identifying unmet needs. Who knew we needed our technology to be a fashion accessory? While other technology companies focused primarily on function—faster, cheaper, capacity and compactness—Apple took functional needs as a given and focused on form, creating iconic personal appliances that we couldn’t have anticipated we needed, but now cannot live without. Apple made technology beautiful, friendly and essential.
Starbucks doesn’t sell you with the coffee. They sell you coolness, convenience and community. You can get coffee anywhere and usually at a lower price, but devotees won’t leave home without it. They will check their Starbucks app to find their happy place anywhere around the world.
So what exactly is the “unmet need”? It is something your prospect is not getting with their current solution. Sometimes they can name it, but not always. Often it is the unarticulated wish. It is the gap between just okay and exceptional.
Marketing your services or products to the unmet need yields many benefits, such as:
Ultimately, marketing to unmet needs of your target audience will shorten the sales cycle because you have laid the groundwork for a solid relationship. You have them at “Hello.”
Are you ready to build or energize your brand but don't know how to get started?
Are you unsure about how to select the right brand consultancy for your business?
Sign Up for ALLEnews and get a link to download the bonus: "Before You Brand: The Gut-check Guide to set your business up for branding success. These 7 strategic steps with guide you in making a smart selection.
Deer in the Social Media Headlight? Ideas for posts on social media.
ALLE is a catalyst inspiring companies, professional organizations and committed entrepreneursto expose and express their brand value.
Want to comment or suggest a topic? Send me an email.
© 2016 ALLE Inc. All rights reserved.
ALLE branding marketing design, 1302 Waugh Drive. PMB140, Houston, TX 77019
Would you like to receive ALLEnews? It’s free, low calorie and will makes you look 10 years smarter. Click here to subscribe.
If you prefer not to receive future enewsletters, please click here to be removed from the mailing list.