People don’t buy products, they buy stories

I feel at world Europe 2018 I'm here
with Ben mellow I also call him the
white man and you will figure out why in
just a second so I've just actually had
the opportunity up listen to his speech
for a couple of minutes and I was amazed
maybe we started off with you sharing
like some key takeaways I'd say the
biggest key takeaway is that when
marketers actually go into this world
and advertisers the first thing that
they come in is that they want to make
money they want to be successful so they
think it's a plug-and-play type of
system where it actually is a deployment
place system there's much more that goes
on here and the biggest takeaway is the
fact that you're dealing with people
here with customers with actual people
with emotions and feelings with a
history everybody has a different story
in their mind everybody went through
different things in life and that these
numbers on our as managers are not
numbers they're people that see our ad
but when you actually know that what the
WHO and the why of the customers which
we'll probably get to in a second that's
where you're actually gonna be
successful instead of playing a gambling
game very very strong point so let's dig
into that it's what's the WHO and the
why we share more on that now the what
is what you are selling now what you are
selling is not actually what you think
you are selling or what people think you
are selling so if you're selling a
camera for example I'm not really
selling a camera okay
like yeah there's a physical camera but
what you're actually selling is a
specific that technology that's in the
camera now not a camera guy so again go
to the super technical details but
you're selling the tech of it you know
he doesn't sing a camera now the who is
who you're selling it to which is which
can be different from time to time to
time it's a simple when you think of it
from a broad term but it isn't really so
I take for it I took for example like a
cucumber slice it just like a random
polarizing cucumber slice it's a
cucumber slice all right so people be
like oh it's a cucumber slice what can
it be like well that's what what
definition of story coming behind this
so the waters a cucumber slice they were
not really it's the people that actually
buy to the mother that buys it is not
thinking of like oh how fast will I cut
a cucumber what she's thinking of is how
great would it be to finish my salad in
a minute so I can spend more time with
my children
Oh what I spend more time with my kids
all right husband or whatever
she's not buying the cucumber slicer for
the for the sake of slicing a cucumber
she's buying it because of that story
that's running through their mind and if
there is actually a bigger key point
that I want people to take from this is
that people don't buy products we buy
stories or more specifically they buy
the stories that run through their mind
when owning this product so a mother
will see this cucumber slice her and she
will imagine her cutting with their
children having more time with them and
not spending half an hour and this
cucumber now the who can be a mother who
can be a husband as well the who can be
literally a boyfriend that wants to play
a gag on his girlfriend for christmas
and buy her cucumber slices too you know
those three products are three
completely different angles right right
and then the why is why are they
actually buying it which is a actually
answer that previously the Y is for the
mother is that to spend more time with
your children
yeah okay to to be able to spend more
time with the husband okay so son you
have the what you're selling a cucumber
slicer that's that basically it
essentially cuts a cucumber faster
that's the one but the who is it can be
a mother a daddy a boyfriend it can be a
billion other things can be family and
the Y is which is the most important as
I'm buying this to spend more time with
time with my kids now how do you
actually take that and put into tangible
terms this is where you actually put
your marketing ads and you're not gonna
have an ad saying you like this cucumber
slice but again for 50% off with a
picture of a cucumber slicer
you're gonna have a hive like let's see
a headline I gave us that example there
where it's a spend less time working
more time loving your kids your kids
want you more your kids there's a rack
and now the the image or more better
even the video will be her with her kids
slicing a salad and going to have fun in
the part that's a very very very strong
point something that helped me to
actually use such a concept and and
break it down is actually to think of
the benefit of the benefit itself don't
forget it's the world is who and the why
and if you want to speak more about that
or one more information
I'm sure ban is happy to help you out
where they can't just alright thank you
so much thank you pleasure having you on
stage with me thank you