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A chimney cleaning company called past clients to collect stories about their fireplaces. Instead of selling the cleaning service, they marketed the emotional experience of a clean fireplace. The lesson: people buy the benefit, not the product.
A chimney cleaning company called past clients to collect stories about their fireplaces. Instead of selling the cleaning service, they marketed the emotional experience of a clean fireplace. The lesson: people buy the benefit, not the product.
So here's what we did. We used the power of names. You can do the same. Or a variant of this. We reached out to every past client that these chimney cleaners had, and we started collecting stories. We reached out and said, we want to hear stories about your experiences in front of the fireplace. Now, remember this. Your customers never buy the product or service you provide. They buy the benefit it derives.
