In most businesses, what you actually sell is not what your customers are actually buying.
You sell a product or a service.
And odds are you try to market that product by talking about the benefits.
But your customers are still out of reach because they buy the Benefit Of the Benefit (BOB). And brands that know this know their customers better.
A brand might try to sell a bike by focusing on several benefits like:
- Save money on gas
- Lower pollution
- Improve overall health
- Increase the lifespan of your car
Those are all good reasons to buy a bike, but what do those benefits say about a person seeking them?
What are the benefits of all these benefits?
Freedom. The person in this example cares about their planet, themselves, and the people around them.
With a bike, this person has much more freedom to do the things they want to do in the way they want to do it.
A brand that sells to that benefit of the benefit will connect on a deeper level with customers.
If you want to know your customers better and have them notice it, we recommend checking out our free workshop: The Customer Journey Approach to Marketing!