We got a card in the mail this week from our favorite home improvement store Lowe’s. The cover of the card stated: “Get your next project started.” Inside was a ten dollar gift card labeled “FREE $10 Project Starter.”
Normally when I get a gift card, I think about what can buy for that exact amount. This time was different. My first thought was about the fence I need to replace and the bathroom we’d like to paint.
Why was that?
Lowe’s had carefully crafted the wording of their card to make me think about my home improvement projects. They had helped me think big.
If you frame your customer’s expectations on something small, they’ll buy exactly that. If the Lowe’s card had shown me pictures of ten dollar items, I would have gone with my typical thought and bought something for the exact price of the gift card. However, they set my sights on the big picture. Your business should do the same.
If your company can meet a customer’s big needs, surely you can handle the little things as well. Focusing on the big picture will essentially up-sell some customers and still give you the safety net of those that fall back to smaller purchases.
You want your customers to think about all the wonderful things they can do with your product. This gift card example helped me remember all my projects and how I could buy supplies at Lowe’s.
Get your customers thinking about possibilities by addressing their current situations, pain points, or responsibilities in your marketing.
To successfully spark your customers’ imagination, you have to know what they dream about. This knowledge only comes when you find out exactly what kind of customers you have. Take that familiarity with customers and use it to your advantage!