This is my niece - she just turned 6 and....not that I'm biased...but she's the cutest bunny rabbit ever.
So...on her 6th birthday, her dad's colleague got her a beautiful (and very expensive!) present. My niece...like any other kid...wanted to see the gift immediately - and wanted some help with it, so I was helping her open it.
And as soon as she saw her present - she screams..
"WOOOW, BUBBLE WRAP!"
She grabbed the bubble wrap and ran away...without even noticing her new-and-expensive trinket box...and started popping all the bubbles immediately!
It was just so hilarious that I couldn't stop laughing (while the lady stood there looking confused and mildly insulted).
But there's a massive marketing lesson here:
What is the "bubblewrap" for your clients? What are they *actually* excited about?
Often, we think our audience values the same things that we do - but the fact is that, 95% of the time, they don't. We think they want the trinket box - whereas they're totally enamoured with the bubblewrap.
Here are some questions to help you find the "bubblewrap" for your business (you're welcome) -
- If your clients were to tell their best friend about working with you, what would they be raving about?
- What are your clients excited about when you deliver your work?
- What's the big, burning pain your product or service solves? Use your client's words to describe this pain point? Is it actually a pain worth paying for - from your client's perspective?
If you're helping people get better results from their business - this is what their "bubblewrap" typically looks like:
- Make more money
- Save money
- Free up time
- Look good in front of peers, clients and family
- Have an easy experience
- Get rid of a problem for good
- Reduce anxiety / stress + have more peace of mind
Work in a different industry? Tell me what you come up with for your clients in the comments below!