The jeweler doesn't sell diamond rings. The jeweler sells the look on her face when he opens the box and asks, "Will you marry me?"
The shoe salesman doesn't sell shoes. The shoe salesman sells the bounce in your step and the self-confidence you have when your feet feel good.
The toy store doesn't sell toys. The toy store sells play value and imagination and creativity.
You and I get this. Our customers don't.
Not because they can't, but because the big chains won't let them. Especially the discounters. They are trying to commoditize everything you sell. Make it all about the price. It isn't about which toys you buy, but how many. The big chains know you can outperform them on getting the right items. They want to make sure the customers don't even think about that. They're winning, too, because we allow them to control the conversation.
They talk about the products. We talk about the products. We're speaking their language. We need to instead talk about the feelings.
We need to talk less about the products we sell and more about how our products make the customer feel. We need to talk about the emotions behind the products, the emotions behind the purchases, the feelings we create.
We need to bring the importance of the purchase, the reason for the purchase back to the forefront.
When you write your ad copy, whether for print, broadcast or social media, ask yourself two questions.
- Is this copy about the product or the feeling?
- How can I make it more about the feeling?
The more you do that, the more you change the conversation back to one you will win.
PS For example, here are two radio ads I have run this fall to change the conversation. These are the left-brained, logical ads. The more emotional ads run next month.
We Sell Play Value
Over the next couple months a bunch of stores will start advertising to you about toys. They’re talking about the wrong thing. You don’t buy toys. You buy Play Value. You don’t buy toys; you buy creativity and imagination. You don’t buy toys, you buy engagement and fun. You can forgive them for not knowing this. They only sell toys part time. We sell Play Value all year long. That’s why you shop at Toy House and Baby Too in downtown Jackson. We’re here to make you smile.
Made Up Lists
Fortunately, you guys are smart. You know all those Hot Toy Lists are fake, phony, decided in some backroom meeting months ago. Designed to get you to buy what they want to sell. As if your kids were sheep and only happy if they got one of the “hot” toys. That’s not you. That’s not us. We aren't going to hype you into buying what we want to sell. We’re going to help you find what works best for you. Over twice the selection of the big chains, ten times the play value, and none of the hype. Toy House in downtown Jackson. We’re here to make you smile.