The Two Reasons Why Your Prospect Will Buy From You

Marketing products or services effectively often boils down to one critical insight: understanding how your product or service can make your customer’s life easier or prevent it from becoming more difficult. 

This approach is central to creating a compelling message that not only captures attention but also resonates deeply with potential buyers, making it clear why they should choose your solution over the alternatives. By focusing on the tangible benefits customers can expect, you can craft marketing that connects authentically with their needs, pain points, and aspirations.

The Power of Addressing Customer Needs

Customers are naturally inclined to seek out products and services that simplify their lives or solve specific problems they face. In marketing, this principle forms the backbone of approaches like Donald Miller’s StoryBrand, which centres on making the customer the hero of the story and positioning your business as the guide that helps them overcome challenges. 

When you clearly communicate how your product can help them save time, reduce stress, avoid pitfalls, or achieve a personal or professional goal, you engage with customers on a level that feels personal and relevant.

For example, if you’re marketing time-saving software to a small business owner, illustrating how it can automate tedious tasks, freeing them to focus on growing their business, speaks directly to their goal of simplifying operations. On the other hand, if you’re selling premium flooring to a homeowner, showing how durable, high-quality flooring can prevent the stress of constant repairs and replacement appeals to their desire for a stable, beautiful home environment without ongoing issues.

Making Your Message Stick with “Avoidance” Framing

Psychologically, people are motivated by both gain and loss avoidance. Avoidance messaging – focusing on preventing negative outcomes – can be a powerful tool in marketing, as it taps into customers’ natural inclination to avoid potential risks. For instance, a company that offers secure data storage may emphasise the peace of mind their clients will have, knowing they are protected against data breaches. By showing customers what they stand to lose if they don’t invest in your solution, you create urgency and heighten the perceived value of your offering.

An effective approach is to outline scenarios where the lack of your product leads to tangible drawbacks. The Chimp Paradox concept, which recognises that people have emotional “inner chimp” reactions to potential dangers, aligns here. By acknowledging and addressing the underlying fears and frustrations your customers may feel about not having a solution, you meet them with empathy and understanding. 

For instance, a health insurance company might highlight how a lack of coverage can lead to significant financial burdens in emergencies, positioning their policy as the safety net that helps customers avoid such risks.

Demonstrating Life Improvement

While avoiding negative outcomes is one angle, showing how your product can make life tangibly better is another. This can be as straightforward as emphasising convenience, reliability, or luxury. When Apple markets its products, for instance, it doesn’t just focus on the technical specs; it demonstrates how its technology can help people work more efficiently, express creativity, or stay connected seamlessly. Here, they aren’t simply marketing a phone or computer – they’re selling a lifestyle that makes life easier and more fulfilling.

In practical terms, this requires knowing your audience’s specific pain points and aspirations. This insight allows you to tailor messaging that is not only solution-focused but also transformative. When you showcase how your product or service improves daily life, you make it relatable and relevant, which ultimately makes the purchasing decision feel like an investment in an improved future rather than a mere transaction.

Building Trust by Addressing Real Customer Problems

Another aspect of this customer-centred approach is trust. Marketing that demonstrates a deep understanding of customer struggles – and shows empathy for these issues – builds credibility. It positions your business as one that genuinely cares about the well-being of its customers. This is particularly important in marketing funnels, where nurturing leads over time through storytelling and helpful content builds a relationship. By consistently highlighting how you understand their needs and can help them avoid pitfalls or simplify tasks, you become the trusted go-to choice when they’re ready to buy.

Making Customer-Centric Marketing Part of Your Strategy

Incorporating this approach consistently can have lasting effects on your business. Not only does it improve your message clarity, but it also builds loyalty by aligning your product with what truly matters to your customers. Using tools like the StoryBrand framework to keep your message customer-focused and models like the Chimp Paradox to identify and empathise with their hesitations can ensure your marketing resonates at every touchpoint. What’s more, customer insights gained from feedback, surveys, and interactions provide valuable data to refine your messaging further, allowing you to stay relevant and adapt to changing customer needs.