Just a few days ago, I decided to take a trip to Arizona to see the Grand Canyon...on my own. I've always said that I wanted to go, so I booked a flight across the country for a short weekend. When I finally arrived at the Grand Canyon, all I could think was, wow, I did it! That realization alone can fuel desire, create enthusiasm and revitalize self confidence.
Now as a marketing nerd, I find this idea of "I did it!" outrageously relatable to my field. As marketers, we want our customers to reach this point without perceived influence. Aren't they much happier when they come to the conclusion of investing in our product/service on their own? Are they not more likely to share with colleagues what they figured out?
2+2, not 4
When you see a clever ad or hear a witty joke that pushes you to think, don't you feel good when you get it? In cases like this, you experience this "I did it!" phenomena. We feel good about ourselves because we are a part of a perceived exclusive group of people that gets it.
Now where does this 2+2 part come in? Well, as a marketer, it is important to give your potential customer the tools to easily solve their issue. For example, if you reveal a problem to a customer, show them how to solve it and share what your company does (2+2), you've just given them the tools to draw a conclusion. It only makes sense that they go to you because your company does exactly what they need.If you give them the answer (4), it will sound more like, "you need to chose us, here's why." It may be true, but that doesn't feel as genuine or warm. Allow your customer to reach the well navigated conclusion on their own.
Never Underestimate Empowerment
When marketers create campaigns that allow their consumers to 'get it,' they empower their audience. They are letting their customers subtly know that they trust they will make the right decision.
"When you empower your customer, there is less force, less control, and less manipulation, which allows for more trust, more brand loyalty and more advocacy."
As marketers, we should always unapologetically advocate for the customer. We are not here to sell (hence the sales department), we are here to solve. When we are solving the right way, our customers will make links themselves to the product or service. I mean really, in this age, who wants to be sold to anyway?
Marketing is supposed to feel good folks. Trust your audience. Give them the tools to get to the right answer. Let them get it so they can say I did it! Corny enough for you?But, really, just empower your customer. They'll appreciate it and so will you.