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Find Your Customer's Enemies and Beat them Down. 😱

"While products solve small problems, the best brands beat down the enemies that torment their customers every day".

Put yourself in the shoes of your customer and find the most significant pain point they feel no one is even noticing or addressing.

The Starbucks Mum

Try this. Put yourself in the shoes of the Starbucks consumer, a 38 year old mum with two kids. She waks up at 6.15 a.m. to get ready for work and get everyone in the house ready too for their day.

She drops one kid off at daycare at 7.30 a.m., the other at school at 7.45 a.m. then rushes to the office by

8.30 a.m. She drives a car that has seen better days because its used for carrying school equipment for after school activities, for football, dance, tutoring - you get the scene?

Her only tokens of appreciation are maybe a hug at the end of a long day. Just after getting both kids to bed, she collapses into her bed, exhausted.

Who is the enemy of the Starbucks Mum? A hectic life.

Here, the Starbuck brand fights her enemy, by providing a 15 minute moment of escape between work and home. Starbucks has no children's play area, just lovely leather seats. No loud screams, just soft acoustic music. The cool 19 year old University Student, not only knows her name but also knows how she likes her drink.

So, who is your customer's enemy?

If you want to understand your customer's pain ponts, think of how you would project their enemy and express how your brand fights that enemy on their behalf.

Shifting from solving a rational customer problem to beating down an emotional customer enemy is the starting point to reaching into the emotional need state of your customer.

And that's when great creativity breaks through all that noise out there. Your brand resonates and creates emotional connections with your customer.

And guess what, you get more sales, more loyalty and your brand is seen to be different.

Think of Disney who fights off the customer enemy of "growing up".

Nike fights the customer enemy of "losing".

Facebook user fear of "losing touch".

Time to start Doing it Differently!?

John (Nick) Atkinson, The CreActivist Marketer who is Doing it Diffrerently

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