Tapping into deep soul longings of customers
September 29th, 2008 by Ingrid Cliff
Yesterday I went to see Mamma Mia - yes I know I must have been the only person in Australia who hasn’t seen it until now!
Anyway, there was one part of the movie that really hit a chord with me. It is the scene where the former wild child and now single mum (20 years on), weighed down with debt and responsibilities was reunited with her former inner spark by her two girlfriends.
It was set to the song “Dancing Queen” and we watched as first the mum and then all of the women of the Greek village (where the movie was set), reconnect with their deep soul longing of being beautiful, young, sexy and confident.
The piece that had me in tears (yes I cry at movies) was watching the older, more pudgy Nonna’s for a moment rediscover their inner 17 year old - to reconnect even for a moment with their inner beauty, joy and confidence. Just for that moment they were not someones wife, mother or employee - they were standing strong in the essence of who they truly were.
Every woman can relate to that deep soul longing to once again be who they truly are. To once again be beautiful, independent and in control of their life.
In marketing, the most powerful messages are the ones that tap into deep soul longings. Services and products that help customers recapture even for a moment that spark are the ones that are the most popular (and profitable).
Does your product or service meet those deep soul longings of customers - for inner beauty, belonging, confidence, love, respect and independence? Does your marketing help your customers reconnect with their deep soul longings?
Until next time
Ingrid Cliff
We put your business into words
This entry was posted on Monday, September 29th, 2008 at 7:48 am and is filed under Marketing Tips for Small Business. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
