I was helping a client yesterday tune up her sales and marketing story so more customers would tune in.
I asked her, “What does Apple sell?”
She replied as many would: “Apple sells computers, phones, accessories…”
Then I showed her this video: https://youtu.be/yyNtm0LZiKc
It’s an ad for Apple AirPods (wireless, miniature earphones).
A brilliant ad.
If you want to discover how to tune-up your sales and marketing story, I encourage you to spend just two minutes watching the video…
…and then read on. (I’ll go refill my coffee cup while you watch).
My client watched the video, and then I repeated the question: “What does Apple sell?”
She hesitated.
I gave her a hint: Apple doesn’t sell AirPods.
Apple sells the outcome, the benefit that people experience from buying AirPods.
She smiled and said, “Apple sells spring in your step.”
Bingo.
“And…?” I asked.
Her eyes lit up and she said, “Apple sells a cure for the doldrums,”
Double bingo!!!
Watch the video. You see it, don’t you?
Not a single word spoken about the product. Just a story, about a young man dragging himself off his bed, dreading the day ahead, literally forcing a smile on his frowning face, trudging out the door with shoulders slumped, until…
…That music begins to play through those Airpods and…
Spring in his step.
Goodbye doldrums.
He’s literally sky-high, hanging out with the birds.
After we watched that video and discussed it, I asked my client, “What do you sell?”
We then had a great conversation about what her customers feel and the benefits they experience when they buy her products.
Her story’s stronger, and she’s more confident telling it.
Tom
MarketVolt
p.s. We help businesses figure out what they sell. Then we help them identify and connect with their target markets so people will listen to what you’re saying. If you want to discuss how to make it happen for your business, email me at tom@marketvolt.com. For no charge and no strings attached, we’ll discuss with you how you’re building email lists, generating new leads and generally finding and connecting with prospects.
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