Why Context is Critical to Your Selling Proposition
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We assume those who are quite persuasive are those who can “sell umbrellas in the desert.” When we think about an umbrella, we think of rain and then jump to the conclusion that if someone is able to sell something that is useless to a group of people, as with the umbrellas for desert dwellers, they must be good — right? Wrong! People who manage to convince us to buy items we don’t need may be persuasive, but they won’t hold our trust for long, and we certainly will not be back to buy from them again.
On the other hand, those truly persuasive individuals who are able to sell umbrellas in the desert are people who can see our true wants and needs and either offer or repurpose a product to satisfy those desires. Persuasive people are those who can adapt the context of the item they are selling to match a known want or a need. In the case of umbrellas in the desert, instead of an item that shields us from rain, how about an item that shields us from the harsh sun rays?
To be persuasive and motivate others to want your products, communicating within the right context is critical. How do you know what is the right context and how do you articulate it concisely? Well, first you need to make sure you’re talking to the right people.
Identifying Your Target
It’s easy to assume that because of the nature of your product category that your target is moms. While this may be true in a very broad sense, we must remember moms are women first. They are women of different socioeconomic backgrounds, geographies and past experiences. Some of these women have one child, others five. Some of these women have only girls or only boys.
There are any number of sub-segments of mothers to target. Which one you target will depend on your product or products and the varying wants and needs they address. If you make frilly tutus, clearly you are not going to be talking to moms of boys. If you sell diaper covers, you will only be talking to moms of children in diapers.
Be sure to delineate the type of person you are targeting by more than just demographics, really try to get to know this person: habits, routines and preferences. This will help you hone in on how your product truly addresses your target group’s wants or needs. This brings me to my next topic; identifying your product’s insight.
Identifying Your Insight
An insight is a truth, a simple truth that describes a want or a need. When you hear an insight it sounds almost too simple. For example, if you’re Subway back in the 90s, your insight might be: people want a healthy option when eating on the go. You ideally want to find an insight that speaks to a specific need no one else is currently addressing, given the competitiveness in the marketplace. To carve a space for yourself, you will need to think a little more creatively about your insight. What is it about your product and the experiences that surround it that you can effectively improve?
If you’re Subway with no differentiating benefits from the countless other sandwich shops, how do you break through the clutter? Thinking creatively as well as broadly, you can rise above the others. Sandwich shops are another option for food on the go, like fast food — yes? However, unlike fast food, which is often previously frozen, fried then left under a warming lamp; sandwiches are prepared fresh from natural ingredients that are for the most part healthy.
By finding a meaningful context for your offering such as Subway did, you will effectively rise above the competition. By comparing themselves to other fast food restaurants versus other existing sandwich shops, Subway had a compelling differentiating selling proposition — fresh and healthier fast food.
We all have many wants and needs. Products that can address multiple issues simultaneously will be more valuable to us. When asked, most of the time we find it hard to articulate these needs unless brought to our attention. A solid insight understands those needs and affords a manufacturer the pleasure of bringing those needs to a consumer’s attention. We know we want to eat better, but may not consider sandwich shops when thinking what we can grab quickly. By reminding us of this other option, Subway put their stores in our consideration set.
Wondering what your product’s insight is? Think about what prompted your product’s creation. What was it that compelled you to bring this product to market? Was there something missing in the market? Were you trying to improve on existing market choices? This will help you distill the need you experienced that brought about your product. Once you’ve done this, go one step further, talk to your target consumers and find out their thoughts. Your insight will become richer if you do. Now to communicate this insight…
Crafting Your Message
Once you have a solid insight and have creatively figured out a strategy that will differentiate your business, it’s time to boil it down to a concise message that will quickly convey that differentiating factor. For Subway, it was their tagline “Eat Fresh.” These two words paired with a visual of the alternative such as burgers under a heat lamp next to a delicious sub bursting with crisp vegetables and the message is clear – Subway is a fresher, healthier alternative. Given the insight that we want healthy options to eat when we are on the go, this communication resonates with us.
Finding that context to communicate within that will motivate purchases is not rocket science, but does require a bit of homework. Defining a target audience that will find your product most useful, and pairing that with an insight that truly understands their wants or needs, will take some time. Once you do this though, you will find it’s easier to craft a communication strategy utilizing a context that will grab the attention of your target audience. Once you’ve got their attention, chances are more likely they will choose your products, thus improving your sales.
About Insights Discovered
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Based in Las Vegas, Nevada, Insights Discovered was founded by Penny Redlin in an effort to share her professional expertise within the children’s product category. The company’s mission is to give every mompreneur an opportunity for success. Insights Discovered exclusively services children’s products brands. The specific industry focus demonstrates a strong dedication to the unique needs of children’s products companies. Insights Discovered offers strategic planning, market research and traditional marketing services.
For more information, visit www.insightsdiscovered.com or call 702.218.5707.
