Solutions, Aspirations, and the Marketing Sweet Spot

B Y   T O M   T O R T O R I C I

Sometimes in life, or at work, some aspect of reality goes against our needs or expectations. We have a term for that: Problems. Our typical response these days is to jump online and look for solutions, which any number of eager vendors will be glad to provide – for a price.

Other times, we simply yearn to reach higher than our current circumstances, and happen to have the means to do so. Again, plenty of vendors out there are willing to take our money in return for fulfilling our aspirations.

Marketers typically know whether they’re in the solution business or the aspiration business. But if they’re smart, they might aim for the marketing sweet spot that skillfully combines the two.

Let’s try an example. A local plumber is ready to dispatch a crew when a homeowner calls with a plumbing problem. Their website headline might read something like this:

Broken or leaky faucet? We’ll have it fixed by tomorrow!

Now, let’s say that a competing plumbing company has decided to focus on home upgrades, offering a line of new, contemporary plumbing fixtures. Their headline might say:

Upgrade your kitchen with a stylish new kitchen faucet!

But what if some other plumbing firm combined the two, in a way that not only solves the immediate problem, but gives the homeowner a chance to make a step up. Maybe you’d see this headline:

Don’t waste money fixing old plumbing hardware – upgrade to a stylish new faucet.

Here, they’ve combined a solution purchase with an aspirational purchase, in an offer that seems overall more attractive than either of the previous two options.

For the ‘logical’ part of the buyer’s brain, it makes economic sense. For the ‘emotional’ part of their brain, the idea of having a slightly more stylish dwelling helps them feel a bit better about themselves.

That company might find that by addressing two needs instead of one, folks tend to be ready to spend more than they originally planned. And once they’re in that mindset, they’ll likely be more open to suggestions about replacing other old plumbing fixtures around the house.

Think about how you could do the same with whatever your own company offers. Think about how a practical ‘solution’ can include an ‘aspirational’ improvement. And think about whether it could also work the other way around.

Just remember that the marketing sweet spot always combines a logical appeal with an emotional appeal. In fact, virtually every purchase decision you’ve ever made came out of an alignment between “what you thought” and “how you felt.”

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Tom TortoriciAbout the Author:  Tom Tortorici is an Atlanta copywriter and web content writer who helps companies make a genuine connection with their audience. His classes and conference presentations have focused on how writing, strategy and design can work together to grab attention and interest even among readers with short attention spans. In addition to working directly with businesses, Tom regularly partners with web designers and marketing agencies.

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