Businesses win by turning customer pain into emotion. A homeowner embarrassed by an outdated bathroom isn't buying tile—they're buying back their pride. Frame your product as the life upgrade they'll choose first, before the roof or the flooring, by speaking to what they actually feel.
I said, I don't think people romance the consumer the way they need to be romanced. So you have to talk about the problems that they're going to solve for by, by using you. It's about connecting with somebody, showing them that you understand them, you understand their problem, you understand who they are. But imagine you want to have people over to your house. It's holiday time. And you love your house, but you think about your bathroom and your guests going in there and they see this old, tired bathtub and you're embarrassed. So you simply don't invite people over for that holiday when you know you want to change that bathroom in just one day by picking up the phone and calling 1-800-HANSONS-NOW. Make that bathroom beautiful. One day, one call, and it's all half off today. And that's what we want to make sure that we're expressing to our customers is we feel your pain. Okay? That's really what it comes down to is you have to feel their pain, let them know you can empathize with that pain, and then get rid of their pain right now. And You have to figure out how to get in front of all their other pains that they have in their life because there's an endless supply of pains. So not only do you have to get in front of your competitors, you've got to get in front of all the things that also are in the way. So if somebody's buying furniture, they're not buying floors. If there's somebody's buying a roof, they're not buying floors. If somebody's buying a bathroom, they're not buying floors. So you're You're not just beating your own business in the field you're in, you're beating where they put their disposable income. So you really got to make sure your message is effective. Connecting to their heart, or I call it connecting to them emotionally, because you have to turn those thoughts into feelings. Yes, you can recognize your bathroom's ugly. Okay. And that's easy to say. But when you use the word embarrassed, uncomfortable having people over, embarrassed to have guests, when you're using those words, you're really digging into who they are. And because people genuinely want to be proud of where they live, that's how we make a living every day, is making people's homes better. And we think of it as just a lead and a sale, but really we're enhancing their life. And if you start viewing it that way, it makes it easy to talk about their problem.
