People don’t buy products, they buy stories

I feel at world Europe 2018 I'm here.
with Ben mellow I also call him the.
white man and you will figure out why in.
just a second so I've just actually had.
the opportunity up listen to his speech.
for a couple of minutes and I was amazed.
maybe we started off with you sharing.
like some key takeaways I'd say the.
biggest key takeaway is that when.
marketers actually go into this world.
and advertisers the first thing that.
they come in is that they want to make.
money they want to be successful so they.
think it's a plug-and-play type of.
system where it actually is a deployment.
place system there's much more that goes.
on here and the biggest takeaway is the.
fact that you're dealing with people.
here with customers with actual people.
with emotions and feelings with a.
history everybody has a different story.
in their mind everybody went through.
different things in life and that these.
numbers on our as managers are not.
numbers they're people that see our ad.
but when you actually know that what the.
WHO and the why of the customers which.
we'll probably get to in a second that's.
where you're actually gonna be.
successful instead of playing a gambling.
game very very strong point so let's dig.
into that it's what's the WHO and the.
why we share more on that now the what.
is what you are selling now what you are.
selling is not actually what you think.
you are selling or what people think you.
are selling so if you're selling a.
camera for example I'm not really.
selling a camera okay.
like yeah there's a physical camera but.
what you're actually selling is a.
specific that technology that's in the.
camera now not a camera guy so again go.
to the super technical details but.
you're selling the tech of it you know.
he doesn't sing a camera now the who is.
who you're selling it to which is which.
can be different from time to time to.
time it's a simple when you think of it.
from a broad term but it isn't really so.
I take for it I took for example like a.
cucumber slice it just like a random.
polarizing cucumber slice it's a.
cucumber slice all right so people be.
like oh it's a cucumber slice what can.
it be like well that's what what.
definition of story coming behind this.
so the waters a cucumber slice they were.
not really it's the people that actually.
buy to the mother that buys it is not.
thinking of like oh how fast will I cut.
a cucumber what she's thinking of is how.
great would it be to finish my salad in.
a minute so I can spend more time with.
my children.
Oh what I spend more time with my kids.
all right husband or whatever.
she's not buying the cucumber slicer for.
the for the sake of slicing a cucumber.
she's buying it because of that story.
that's running through their mind and if.
there is actually a bigger key point.
that I want people to take from this is.
that people don't buy products we buy.
stories or more specifically they buy.
the stories that run through their mind.
when owning this product so a mother.
will see this cucumber slice her and she.
will imagine her cutting with their.
children having more time with them and.
not spending half an hour and this.
cucumber now the who can be a mother who.
can be a husband as well the who can be.
literally a boyfriend that wants to play.
a gag on his girlfriend for christmas.
and buy her cucumber slices too you know.
those three products are three.
completely different angles right right.
and then the why is why are they.
actually buying it which is a actually.
answer that previously the Y is for the.
mother is that to spend more time with.
your children.
yeah okay to to be able to spend more.
time with the husband okay so son you.
have the what you're selling a cucumber.
slicer that's that basically it.
essentially cuts a cucumber faster.
that's the one but the who is it can be.
a mother a daddy a boyfriend it can be a.
billion other things can be family and.
the Y is which is the most important as.
I'm buying this to spend more time with.
time with my kids now how do you.
actually take that and put into tangible.
terms this is where you actually put.
your marketing ads and you're not gonna.
have an ad saying you like this cucumber.
slice but again for 50% off with a.
picture of a cucumber slicer.
you're gonna have a hive like let's see.
a headline I gave us that example there.
where it's a spend less time working.
more time loving your kids your kids.
want you more your kids there's a rack.
and now the the image or more better.
even the video will be her with her kids.
slicing a salad and going to have fun in.
the part that's a very very very strong.
point something that helped me to.
actually use such a concept and and.
break it down is actually to think of.
the benefit of the benefit itself don't.
forget it's the world is who and the why.
and if you want to speak more about that.
or one more information.
I'm sure ban is happy to help you out.
where they can't just alright thank you.
so much thank you pleasure having you on.
stage with me thank you.