I’ve bought my tickets and booked my hotel. In twelve days, I’ll be going to see Jimmy Buffett in concert once again.
It isn’t really a concert per se. And it isn’t something you simple see. A Jimmy Buffett show is an experience. Dressed in grass skirts and coconut bras, you arrive at the venue hours early to drink too many margaritas, play vibrator races, and act like a carefee beach bum for an evening. During the show, bouncing beach balls and human shark fins make any arena feel like a Caribbean beach party. Total strangers become instant best friends. You dance with people you’ve never met. You go home sweaty, smiling, and bracing for tomorrow’s well-earned and worthwhile hangover.
Jimmy Buffett has turned his one hit, “Margaritaville”, into an empire because he sells an experience, not just a song or an album. He sells you the chance to escape from reality for a few hours and experience something cool.
Most advertising fails because brands’ don’t sell their experience. They simply advertise their specials, their free parking, and their friendly helpful staff. They advertise things that any competitor can also advertise. They fail realize that people don’t choose a brand for any of those empty reasons. People buy experiences, not products.
Understanding what your unique experience is begins with one question: What problem do I solve?
If you sell toothpaste, you are actually selling the joy of being better looking, healthier, and less repulsive to kiss.
If you sell drill bits, you are really selling the warmth of hanging up pictures of their loved ones.
If you sell real estate, you are actually selling the pride of “movin’ on up”.
You really think Harley-Davidson sells motorcycles? C’mon. They sell rebellion. They sell bad ass. And they sell it to wealthy middle-aged men.
You get the idea.
Understanding what problem you solve is the first step to defining your brand’s unique experience.
There are four more steps, and you’ll find them on page 78 of Brand Like a Rock Star, which you can order here for just $14.95. Once you pre-order, you can click here to download a pdf of Chapter One, so you can get started reading right away.
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