It’s Not Always About the Product

Technology customers are a savvy lot. They tend to know exactly what they want, and they’ve already researched their options on review sites and polled their friends on social media. They might even know your product better than you do! That’s why it’s important to remember that your marketing shouldn’t always be about the product.

Customers don’t just want to buy a product, they want an experience. They make their purchasing decision based not just on specs, but on branding, on corporate culture. Think about some of the big names in the technology industry and why customers come back to them time and time again.

Why do people buy an iPhone and an iPad and AppleTV and an AppleWatch? It’s not just for the cross-device compatibility, it’s because they’re loyal to the Apple brand. Maybe they like the sleek design sensibilities, maybe they appreciated the way Steve Jobs ran his company, maybe they fondly remember playing Oregon Trail on an Apple computer at school.

Meet your customers where they are. You’re not just selling an item, you’re selling a solution to a problem. What need do you meet in your customer’s life? Position your marketing to reach your customers when they think of that need. If your product saves customers time, advertise it in a location where they’ll be thinking about how busy they are — consider targeting the rush hour commute, for instance.

When preparing to market your next product, focus not just on specs and features, but on your brand. What are your customers buying into when they buy your product? Will they be part of a tight-knit community of fellow users? Will they be assured of top-notch support? Are you fulfilling a fundamental role in their life? Sell them not just on the product, but on the idea of being in partnership with your brand.

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