They don’t want your product/service/brand.

They don’t want what it is.

They want what it does.

They want what it does for them.

They want what it does for them with an emotional (serotonin/dopamine/other brain chemical) reward.

For many marketing professionals, this is (or should be) obvious. A big Duh. And yet … there are examples all around us of “rational” brand messages that never connect the dots all the way to How-The-Hell-Are-You-Going-To-Make-Me-Happy? It’s all about wiifm.

So. What story are you telling? The car, or the thrill of sliding around the salt flats? The acne medicine, or the pretty face I can get? The locomotive, or the career boost I’ll get from choosing it? The litigation expertise or the satisfaction of winning? The hops/water/brewmaster, or the admiration of my bar buddies for my sophisticated choice?

By the way, you can Tweet or Like or share this in many ways with those share and enjoy links below.