Jon Dale

Giving your customers an "us"

A few days ago, I wrote about how we don't make our decisions alone...we make them as part of a tribe. We're highly influenced by those around us.

What some really smart companies (or their customers) have figured out, is you can give people an "us" to be part of.

Does Apple sell a better personal computer? Yes, but you're also becoming part of something larger when you buy a Mac. You're joining a movement (and Apple sells the tickets).

The same is true for a Jeep or a Harley Davidson.

And your local church or synagogue.

And a Ted Dekker novel.

Do your customers have something to be part of?

I vs. us

For generations marketers have used polling to figure out why people buy.

There's a problem with this. Polls often assume we make our decisions alone.

But we don't make our decisions alone. We make them together. We live our lives in a glass polling booth, where almost every buying decision is influenced by the decisions of those around us.

And we like it that way. We like being part of something bigger than ourselves.

When you're trying to figure out how to sell me something. Don't just think about me, think about us.

For generations marketers have used polling to figure out why people buy.

There's a problem with this. Polls often assume we make our decisions alone.

But we don't make our decisions alone. We make them together. We live our lives in a glass polling booth, where almost every buying decision is influenced by the decisions of those around us.

And we like it that way. We like being part of something bigger than ourselves.

When you're trying to figure out how to sell me something. Don't just think about me, think about us.