Hitting Your Customers" Hot Spots When Printing Posters

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When was the last time you sat in on a lecture from one of today's marketing gurus? The first words they toss on the table (if they're worth their salt, anyway) is, "What do your customers really want?" Before you start printing posters (or anything else, for that matter) you need to get inside your customers' heads to figure out what you give them that they really, really want.
If you don't know the answer to that you're wasting both their time and yours.
About a year ago I picked up "Fascinate" by Sally Hogshead.
If you haven't taken the time to read it I recommend you do.
Preferably before you try and market anything else.
Why? Because she makes an excellent point.
While the facts might steer them toward a particular product, emotion (and fascination) is going to decide the brand.
You need to figure out what fascination trigger your company can push.
I'll let Sally walk you through the whole "F-score" thing and go straight to what figuring out how to fascinate your consumers has to do with printing posters.
See, the average consumer sees over 5,000 advertising messages each day.
They don't see them anymore.
They don't even think to look for them anymore.
So if you're going to make your posters work for you you're going to have to figure out how to break through those natural defenses and capture their interest.
There are two reasons customers buy a particular brand or product.
It makes them feel good, or they feel like it's going to stop them from feeling bad.
I buy cold medicine for my kids because they have a cold and they don't feel good.
I buy Robitussin because I know it's going to get the job done.
It's a decision that's going to make me feel good.
On the other hand, I buy Dove moisturizing soap in the winter because I know without it, I'm going to be doomed to spend the winter with dry, scaly, uncomfortable skin.
It's a purchase that will help me stop feeling bad.
Fear and lust.
There are more triggers to work with, but your customers' dreams and their very worst nightmares are the buttons you need to push when you're printing posters.
If you're advertising a weight loss product, you want to show someone who's lost weight.
(But please, not a skinny model without a stretch mark to her name.
We all know better than that.
) If you're selling a diaper, show them a diaper that isn't going to leak.
Or show them one that does.
Lust and fear-diapers that work and diapers that don't.
The point is, if you can't get inside your customers' heads printing posters is going to be a complete waste of time.
Your customers are going to ignore them or, if they see them, they aren't going to be able to relate.
Find out what makes them want and what drives their fear, on the other hand, and you'll have posters that do a whole lot more than take up space on a public wall.
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