People buy most things based on their self-identity.
Our choice of house, car, clothing, beer—even choice of toilet paper—are based on a story we tell ourselves that this purchase represents us in some way.
Maybe it’s a taste for quality in all things. Or thriftiness. Or being hipster. Or wealthy. Or humble.
Whatever you’re marketing, be clear about the identity you attach to your products or services.
Use testimonials, case studies, and client logos that reflect the kinds of clients you want to work with (the successful kind). Your ideal kind.
Show photos of people using your product or service if it makes sense—but choose people who reflect the aspirational identity of your best clients. Like attracts like, remember that.
As Seth Godin says, “people like me do things like this”.
What does buying what you’re selling say about your clients and customers?
Successful people work with me, that’s all I know. 🙂