Appealing to Self Identity (go back »)

When, for instance, creating a marketing campaign, apart from structuring your marketing message to ask 'what's in it for me?' in terms of the customer, you will need to align your message to the target customer's self-identity. How does your customer see him or herself? What attributes would make them proud to be themselves? For instance, if you are selling design software to clothes designers, you might remember that they see themselves as creative, unique, one of a kind yet in touch with the needs of others. They might even see themselves as enlightened as to what fashion should be and what attitudes reflect this form of fashion. Knowing this might help with the design and planning of your software.

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