Marketing Made Simple #5

What is the Promise Behind Your Offer?

Bonjour, hello, 

Welcome back to our marketing journey! Today, we are talking about your offer (product or service) and we will explore the transformations it should bring to your customers’ lives. There’s a hidden promise waiting to be discovered, and understanding it is key!

TLDR (key takeaways)

• Your product or service offers a promise of transformation.
• Beyond basic needs, what we buy helps us move from discomfort.
• Different motivations drive buying decisions (take the example of getting new shoes).
• Reflection question: How does your customer feel before buying your offer?

What does your offer promise to do for your customers?

People choose your offer because they believe it can make a positive change in their lives. But what does this really mean? What transformation are we referring to?

Of course, you need a roof above your head and food on your plate. Yet once we move from the basic physiological needs (hello Maslow’s pyramid), most of the things that we consume help us move from an uncomfortable position (a place we want to leave). Don’t get me wrong; it can be highly practical, yet it can also be more nuanced.

Imagine buying new shoes:

• Maybe your old shoes are falling apart and you need new ones (that’s pretty practical).
• Or maybe you want to fit in with a certain group (like kids wanting the latest sneakers).
• Or perhaps you want to feel attractive and confident (like buying fancy heels you might only wear a couple of times).
• Or it could be about taking your hobbies seriously (like getting special running shoes for hitting the trails).

Let’s dive deeper and try to understand the promises behind some product or service:

• HoneyCombers or Sassy might be labeled as lifestyle media for expats in Hong Kong and Singapore. Yet, their core commitment lies in delivering the latest city news and saving you the time of scouring the Internet for weekend plans.
• Mattresses: Yes, they can highlight body support and weight distribution through their  “elastic Airgocell foam”. However, their true pledge is to provide a great night’s sleep and the feeling of waking up refreshed.
• A dance class goes beyond learning a new technique; it offers the freedom to move and have fun. 
• Deliveroo or Food Panda: True, you can order any cuisine you crave for dinner. Yet, their ultimate commitment is to let you be lazy while they handle the rest.

In conclusion, every product or service has a promise to fulfill, something beyond the obvious. It can be about the comfort, confidence, joy, or convenience your offer brings. Or something else! This is where market research comes into play.

Reflection questions of the week:

• How does your customer feel before purchasing your offer? What is this place they want to leave? 
• Can you explain in one sentence how your offer transforms their lives? 

That’s a wrap for today! Got queries or thoughts? Reach me at hello@jconsulting.solutions.