Tips to increase desirability
Lesson 41 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Tips to increase desirability
Lesson 41 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Lesson Info
41. Tips to increase desirability
Lessons
The definition of strategy
03:39 2The 4 stages of marketing
03:16 3The difference between strategy & tactics
03:46 4The 6 laws of marketing
09:56 5Understanding Creative & Distribution
02:16 6The 4 marketing P’s and how to use them
05:08 7SWOT Matrix and how to use it
02:28 8Porter's Five Forces
04:4360/40 Law of marketing
04:04 10The marketing funnel
06:27 11Analyzing your competitors
07:14 12Deciding your target audience
06:59 13Creating your marketing objectives
11:42 14Pricing your products perfectly
08:16 15Watch this before arranging your marketing strategy
02:21 16Awareness, finalizing your awareness tactics
03:52 17Partnerships and affiliates (free tactic)
09:40 18Blog writing & SEO
07:26 19Podcasting
07:10 20Public Relations
05:58 21Giveaways
07:18 22Word of mouth
06:21 23Valuable courses
08:09 24Social media overview
05:28 25YouTube
09:36 26TikTok
03:58 27Twitter / X
04:48 30How to create better content in half the time
07:54 33Why start-ups should never use paid advertising for awareness
06:21 34Education & Consideration
01:33 35Workshops & Webinars
08:39 36Social Proof
06:55 37Effective Email Marketing
05:34 38Utilizing FAQ Sections
05:31 39Portfolio & case studies
07:39 40Leveraging product comparisons
03:26 41Tips to increase desirability
07:22 42Harnessing the power of Google reviews
05:20 43Sales & Conversion
02:28 44Psychological tricks to convert customers to buying
08:25 45Building a list of customers ready to buy
08:46 46Irresistible Offer
08:31 47Persuasive Sales Page
07:35 48Promotions & Free shipping
04:24 49Improving conversion rate (PIPE FRAMEWORK)
06:39 50Customer Retention
03:43 51Expanding your product range
07:18 52Asking for feedback & refining your product
03:37 53Loyalty programs and the subscription model
06:43 54Gifts & Surprises
05:02 55Finalizing your marketing strategy
07:40Lesson Info
Tips to increase desirability
So how can you increase desirability for your brand or product? In this lesson, we're going to be covering a couple of approaches and things that you can think about to help customers see your product or service and brand as more desirable. Now, desirability is one of the keys to actually getting customers to want what you can sell them. And sometimes we want things that we don't even need. How many times have we bought something that we've never necessarily essentially needed? But we just felt this feeling inside that we need to exchange that for our hard earned money just because we have a desire for it. One of the ways that you can really increase the amount of desirability around your brand is to focus on design. So, for example, we've all been on the a website and see how sleek and beautiful it is and this all comes down to incredible product photography, beautiful website design, and ultimately, the brand actually standing for something that we can connect with emotionally. Now, ...
when all of these things work together, it creates this aura of confidence that we want to be a part of. We want to invest in the products that Apple creates and we want to ultimately have a part of that brand in our life. If you're an Android user, I do apologize, but I just really love the Apple brand. And I really feel like it is a great example of how branding can really get desirability right within a customer base to profit as much as possible, whether you're an Android user or an Apple user. I think that's something that we can all learn from. Now. Kind of touching on the emotional connection aspect, which I just mentioned. The next way that we can increase desirability is using persuasive messaging. So what do I mean by that? Well, if you completed the first course of our five step brand building program, then you will have already created your internal messaging for your brand. Ultimately, this is a reason for existing beyond financial gain. So having a brand purpose, having a brand vision statement, having brand values and ultimately giving customers something to connect with. And when effective copywriting and internal branding comes together effectively, you can really create some magic and the amount of desirability that your customers will feel when actually thinking about buying your product is going to be astronomical. Now, another way that you can increase desirability is to ultimately enhance the user experience or provide more value. Now, everybody wants to buy a product is innovative and which also makes our life easier or better. That's literally how the human race became so dominant because we could actually develop tools to make our life easier, such as the bicycle, for phones and lots of other lovely stuff. Now, in regard to pros and cons of actually increasing desirability for your brand. One of the biggest is customer attention. So we can actually attract more customers because more of them actually desire what we have to sell them. And then on top of that, another thing is customer retention. So once they actually buy from us, they will want to buy more of what we have to offer. So we can extend our product range and make more profit as we've already acquired the customer and they already trust us. And lastly, because we're more desirable, we have a competitive edge. And whenever we offer something to the market and there are competitors out there who are just less desirable because maybe they haven't worked on their internal branding and they just maybe aren't as cool or aren't as stylish, for example, and they haven't worked on their design. Customers are always going to be willing to pay a little bit more to choose the brand that they see as being the best option for them personally. Now, obviously, one of the cons is subjectivity, you know, like we can't please everyone and we shouldn't try to please everyone, as I'm mentioned earlier on, in the course, we should always be looking to appeal to a very narrow segment of the target audience. And another which we do need to think about is design costs. For example, if we've built a product and the product is finished in our eyes, and then we ultimately told that it isn't desirable. Do we really start from scratch and redesign it all? Again, that is something that obviously you have to take a decision and decide if it's worth it or not. And another thing is high expectations. For example, if I took these Apple headphones and when I look at them, I think they look beautiful, but when I actually wear them, they don't actually work. That is going to be a huge problem. You know, I won't see them in the same light. And although I see them as a being, you know, a little piece of art that I love using and wearing every single day, if they don't fulfill the purpose to the expectations that I had, then will I really like them anymore. Now, companies like Nike Apple and Tesla really get the aspect of design and really setting the bar high in regard to making sure that their products and their brands are seen as desirable and they do this in lots of different ways. Like for example, Nike will have lots of athletes wearing their products to basically make sure that you see that product on someone who you actually desire to be like, which is actually a very common method. And that's been used since Michael Jordan was first sponsored by Nike a long, long time ago. But if just from a standard standpoint, you want to make sure that your products and brand are seen as desirable at all times. And that just means that you need to put a little bit of time and effort into how your brand is presented. So, in regard to actually scoring this particular approach and tactic for your marketing, we've scored it three in regard to cost. This is because if you need to change the design of your product, for example, or you need to invest in a new website, it can cost quite a bit to get it right? Especially product photography, for example, which is super high quality. You really need to make sure that you invest in quality product photography and getting all aspects of your branding and presentation right, to make sure that your customers see your product or brand as desirable. Now, this can obviously take a lot of time and effort to set up. So I've scored three in regards to energy to set up because getting everything right, if you have no experience in actually making a brand desirable, if you don't, then obviously work with a professional and they'll be able to help you. I'm even more than happy to support you if you really want me to. So just reach out, but this is super important to getting everything right and putting in that energy and that effort in the early days to actually get things all perfect will pay off massively in the long run. Now, in regard to energy to maintain, we've actually scored this as a seven. The reason being is I think that once you have all of your communications, right? And everything looks good and everything looks desirable and you have your product in design, right as well. It's going to be really easy just to kind of let that go on autopilot and maybe you need to tweak a few things change a few details over time, but all and the is going to be able to take care of itself. And in regards to like the roi return on investment, we would score it as an eight. The reason being is if your brand is more desirable, you're going to get more sales. It's as simple as that. And if these headphones, for example, were ugly as hell, I probably wouldn't buy them even if they were the best headphones in the world from a sound standpoint, I wouldn't buy them because they made me look like an idiot on the street when I'm actually wearing them. So you need to think about everything and to basically see if this particular approach which is worthwhile for you. But honestly, I feel like with any business that I've started or worked with from the past decade of working with start ups and medium sized businesses much like yours, if you're actually starting a business making sure that my product service and brand are communicated effectively and in a way to actually appeal to the benefits and the features that the target audience needs. So they really desire what I have to sell them. It's really important. So take some time to try and work that out. Let me know if you have any questions and I will see you in the next lesson.
Class Materials
Bonus Materials