What’s at Stake for Your Customers? Tips from my mother.
As I write this, my family is in the process of picking up a 15-passenger van, so we can ALL drive 3 hours this afternoon to an airport that offers a direct flight to Orlando, Florida…tomorrow.
Yes, you read that right. The convenience of a direct flight is costing us more than just the ticket price.
Let's break it down:
1. Van rental fees: First, there are the van rental fees. We needed a big one to accommodate the entire family, and that doesn't come cheap.
2. Hours of travel time: Then, there's the 3-hour drive in said van. While this may sound like an adventure, let's just say it's an exercise in family bonding. And don’t forget the untold therapy costs.
3. An overnight stay: Lastly, we're booking 3 hotel rooms for the night. Yes, you heard me right; the entire family is coming along.
Suddenly, that direct flight to Orlando doesn't sound so great when you see the real cost associated with it. But my parents, who are generously paying for this vacation, think it makes more sense than having a layover in Newark.
Why?
The answer is simple: past experiences. Years ago, our family vacation was delayed by a missed connection during a layover. To my mother, the potential of it happening again isn't worth the risk. Hence, the overnight trip.
Now, what can you learn from my mother's possible paranoia?
Show the Stakes
If your audience doesn't understand what's at stake if they DON'T do business with you, then there's no reason for them to do business with you. We get so accustomed to touting the benefits of working with us that we forget to share the alternative.
Consider this: my mother didn't just focus on the convenience of a direct flight; she also considered the potential consequences of a layover. In your marketing, it's essential to do the same. Clearly outline what your audience might miss out on if they choose not to engage with your product or service.
However, there's a fine line to tread here. You don't want to resort to fear-mongering or inundate your audience with negativity. Instead, aim for a balanced approach. Highlight the potential pitfalls while emphasizing how your solution can avoid or mitigate them.
Use It Sparingly
One caveat to keep in mind is to use this tactic sparingly. Too much negativity in your messaging, and your audience will tune you out. The goal isn't to create anxiety but to provide valuable insights that help your customers make informed decisions.
In my family's case, my mother's caution may seem extreme, but it's rooted in a genuine concern for our well-being and a desire to ensure a smooth vacation experience. Similarly, when you showcase the stakes in your marketing, it should come from a place of genuine care for your customers' needs and a commitment to delivering the best possible outcome.
So, as I head out on this immersive family vacation, I encourage you to reflect on how you can incorporate the concept of "stakes" into your marketing strategy. Remember, it's not about scaring your audience but helping them understand the full picture so they can make the right choices (i.e., working with you).