February 1, 2021
Is Product Specifications Really that Important?
Do you know Telsa’s Model Y can accelerate 0-100km/h in less than 5 seconds?
Or do you know its long range model can travel an EPA-estimated 525km on a single charge, while reaching a top speed of 217 kmph?
Sure, there are people who are sold by the specifications of Telsa’s Model Y but is that really the real reason what they are drawn to the brand at the first place?
Stories appeal to our emotional brain, where the vast majority of our decision making is done.
Co-author of the Wall Street Journal & New York Times bestselling books “Call to Action”, Bryan Eisenberg once shared, “Effective content marketing is about mastering the art of storytelling.”
Creating a consistent brand narrative across all platforms is a great way to make authentic connections with your audience. It develops genuine relationships that nurture and sustain the customer loyalty needed to generate revenue long term.
A great example would be Telsa.
Tesla understood that people needed new reason to buy new cars when they all had perfectly fine cars.
Hence, they created a brand narrative and gave a whole new meaningful purpose to own a Telsa EV. By positioning its customers as early adopters of EVs, it created a heroic persona in audiences who cared about the environment especially tech enthusiasts.
Through persona marketing, the desire to own a Telsa goes far beyond its specifications.
What do you think? Share with us your thoughts and opinions below.