This isn’t just an excuse to share the amazing video below. There is a much bigger marketing lesson to learn from it.
Everything comes down to a story that we tell ourselves.
The people who buy the GoPro camera might like the HD quality, the high frame rate, or the time lapse features, but that isn’t why they buy the camera.
Every sale comes down to one thing–the story we tell ourselves. The people who buy a GoPro might care about the features, but they buy the story first before they buy the camera.
They tell themselves the story of adventure and how it would be put to use: “I could use that for skiing/sky diving/swimming/skateboarding/etc…”
They buy the story they tell themselves.
This is true for everything we buy. We sell ourselves an emotional story of how the product or service is going to impact our life, then we back it up rationally.
In the big marketing launch for the GoPro Hero 2, there isn’t a single mention of the product features and what makes it different from the first generation camera. The only indication comes from the title, that it’s twice as powerful.
Your product/service might be amazing, but if the customer doesn’t tell themselves a story when buying it, business is going to be rough.
Everything comes back to the story we tell ourselves.
One of the most important things you can do is ask yourself this:
When someone buys our product, what story are they telling themselves?
Connect with me on Twitter: @BenNesvig