The goods and services we offer are what we do, but what we really sell is... emotion.
I've used this off and on as kind of a "tagline" in networking groups and online dicussions. Of course, some agree with it, others don't. One of the reasons a friend of mine disagreed was, he said that in the finance business, emotion is the last thing he wants with a client.
I asked him, ok, even if you don't want your clients to be emotional about their financial decisions, how do you want them to be when they are talking to their friends about you?
We all want to be preferred by those in the market for our goods and services. How do we get preferred if we don't strive for an emotional attachment from our valued customers?
I drank Mt Dew from the age of 12 to the end of last year. Drinking Mt Dew became a part of my identity. My friends are shocked when they learn I've given up soda pop completely. That is the kind of customer we're all looking for, and you don't get that without tying your name to their best memories.
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