If given the choice between buying a product, or investing in something that improves the quality of your life, which would you choose?
Seems like a no-brainer, right?
The incredible thing is, these two things could be one and the same. The difference is in how you present the product to your customer. If you sell it as a good that you want them to spend money on, that’s not going to go far.
If, however, you present it as an opportunity to enrich your life, that gets people engaged.
Denise Lee Yohn, renowned Brand-building expert and author, is one of the foremost authorities on creating engaging brands. In this video, she talks about the major principles that distinguish engaging brands from lackluster ones.
One of the key differences is in what a brand chooses to appeal to. Are you pushing customers or inviting them? Some brands appeal to their customers’ materialistic ego. But others, the more successful ones, appeal to customers’ pathos. As she says, “Seducing people through emotion is far more powerful than pushing product on them.”
If you want to find out more about Denise Lee Yohn’s insights into brand-building, check out her full seminar right here on the Growth Institute platform!