I love when it clicks with a client. Aha! They realize that they thought they were selling blankets, but they’re really selling coziness, a welcoming home, and the bonding that occurs when a parent cuddles with their kid on the couch or a couple canoodles by the fire on a cold winter evening.
That, right there, is finding out what your customers really want – identifying their true desire.
Even the customer might not realize that they’re really looking for an experience. They see a pretty blue and white patterned blanket. It looks soft. It goes with their living room color scheme. They know they want to get rid of the ugly hand-me-down throw that’s fraying at the edges. It’s almost a no-brainer that they want your blanket. But they usually don’t understand that they want the blanket for the cozi, welcoming, bonding, canoodling I mentioned earlier.
That’s where you come in. When you’re able to tap into their true desire, you can craft a better marketing message in your copy and your images. I swear your art will sell like never before when you speak to your customers about desires they didn’t even realize they had.
So for this blanket, you need to rephotograph it with warm light, maybe even moving your couch so you can see the fireplace all lit up. Instead of folding it neatly, you want it to look like people wrap themselves up in it and get all cozy-like. You want to put a cup of hot cocoa on the coffee table, with a cinnamon stick on the saucer and maybe a nondescript hardcover book. You want luxury, but comfort and homey warmth.
Then you want to rewrite your description and any other marketing copy for the blanket. You want to talk about how they feel when they’re wrapped up with their toddler in your velvety-soft blanket. You want to remind them how many compliments it gets from house guests. And you might even want to use words like “home”, “comfort”, and “warmth” to evoke those emotions in your potential customer.
You’ve transformed this blanket for your customer. It’s not just a blanket that’s soft and goes with their color scheme. Your art is not just pretty pictures hung on the walls or a bracelet that looks good with my favorite dress; it’s an experience I crave that fulfills me emotionally.
Pick one of your favorite pieces, one that isn’t selling as well as you’d like, and think about what someone who owns it *really* gets from having the piece. Does it give them confidence? Make them feel like a trendsetter? Give them something to talk about when the neighbors come over? Whatever it is, I want you to write it down and hang it up next to your workspace. Ponder it for a day or two. Then retake the photos of the piece and rewrite the description. See what happens with your stats and sales, rinse, and repeat.