How well do you know your audience? How well do you truly know what they need? My favorite way to illustrate this point is by using the example of the exterminator. What does the exterminator sell? From his standpoint he sells pest control. But what does he sell from the consumer’s standpoint?
If you ask a consumer and really listen to their answer you will discover that what an exterminator sells is peace of mind – not dead bugs. Most people purchase the services of an exterminator when they do NOT have a pest problem because they want to FEEL safe. They are not purchasing a product; they are purchasing an emotion – peace from nasty bugs in the night.
