Most of us can relate to wanting something so much that our normally, sensible judgement goes right out the window. We grapple with our own bizarre logic and come up with the most ludicrous of justifications – just so we can get our hands on the object we lust over.

Interestingly, price is often not the determining factor, merely a hurdle.

So that has me thinking, what is it that makes these wares so desirable – and how can we tap into it for our own brand?

The ability to stir an emotion in someone is the key to unlocking their heart and their purse. And whilst that may sound like drinking from the Holy Grail, here are a few ways to help your customers fall head over heals in love with your products.

1. Know your market

What are you offering that is different from your competitors?

Identify it and talk about it – often! Make sure your customers know it, understand it and want it. Don’t however, bag out the competition. Highlighting your strengths is far more attractive. This way you come away credible, humble and the experience more enjoyable for everyone.

2. Build your brand

Creating a narrative, a theme or an interesting story is essential for giving your brand a personality and the ability to stand out from the crowd. You can do this so many ways but remember – being consistent and honest will always resonate well with your customers.

3. Create an emotion

By associating your product with a need, a feeling or an emotion it is far more likely to tug at the heartstrings and make your product seem more desirable.

For example Apple put themselves back on the road to success with their 1997 campaign (initiated by Steve Jobs). “…….what we’re about isn’t making boxes for people to get their jobs done – although we do that well…….we believe that people with passion can change the world for the better”. Buying an Apple product made you believe that you were one of those people!

4. Name your products

By naming your products, ranges and stories you bring them to life, create something customers can identity with and inject some of your own personality.

5. Create that one stand out masterpiece

Create something for oohs and ahhs and then replicate some part of it in a spin off product that is more obtainable. Something higher priced can make a lower price item seem so much more affordable.

6. Don’t try to be all things to all people

This can make you seem middle of the road and rarely creates a “must have”.

Make it a quirky, playful or even a little left of centre. Not everyone will like it but chances are the people that do, will love it – and buy it.

Sometimes we think commercial viability means playing it safe – the more people we can appeal to the better. But in a crowded market and financially, times a little tough, wanting customers to like us is no longer enough.

Injecting some desire into your products is a great way to stand out and be noticed. It can take guts and a little bravado but in the end the joy it brings to you and your brand is infectious and will have customers swooning…….

……and swooning is great for business.

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Lisa has 15 years experience as an international department store buyer – specialising in branded concepts. She is also a marketing graduate and owner of a small business. She shares her experience, knowledge and frustrations in building a business into a recognizable brand on her blog, The market mill, which offers tips, advice & words of encouragement to help like-minded people market their creativity.

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Image of Marlon Brando (in A Streetcar Named Desire) found via Pinterest.

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