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“𝘗𝘦𝘰𝘱𝘭𝘦 𝘥𝘰𝘯’𝘵 𝘣𝘶𝘺 𝘱𝘳𝘰𝘥𝘶𝘤𝘵𝘴 𝘣𝘦𝘤𝘢𝘶𝘴𝘦 𝘰𝘧 𝘸𝘩𝘢𝘵 𝘵𝘩𝘰𝘴𝘦 𝘱𝘳𝘰𝘥𝘶𝘤𝘵𝘴 𝘥𝘰, 𝘵𝘩𝘦𝘺 𝘣𝘶𝘺 𝘱𝘳𝘰𝘥𝘶𝘤𝘵𝘴 𝘣𝘦𝘤𝘢𝘶𝘴𝘦 𝘰𝘧 𝘸𝘩𝘢𝘵 𝘵𝘩𝘦𝘺 𝘤𝘢𝘯 𝘥𝘰—𝘰𝘳 𝘸𝘩𝘢𝘵 𝘵𝘩𝘦𝘺 𝘪𝘮𝘢𝘨𝘪𝘯𝘦 𝘵𝘩𝘦𝘺 𝘤𝘢𝘯 𝘥𝘰—𝘸𝘪𝘵𝘩 𝘵𝘩𝘦𝘮.” (from the article)

Some of the most iconic brands—Apple, Pepsi and Starbucks—understand this very well. In their messaging and brand ethos, it’s all about the customer, not the product.

People clamor to get the iPhone 11 not because it has three cameras or more megapixels, but because it empowers them to take stunning photos and videos—which get likes and reactions. They’re buying a better way to capture every moment that matters and share those moments with others. And, they’re also buying into an elevated identity—being seen as someone who takes awesome photos.

With the colleges we work with, this is also true. Prospective students come to them because they want to become better versions of themselves. Maybe they want to have a career of impact, or they want to be the first in their family to graduate, or they want a distinguished education (and so on).
When we help schools tune-up their digital conversion processes, one area we first look at is how they digitally engage their prospects and students.

Do they talk about the student (what’s in it for them) or only the product (number of degrees, class size, etc.)?

Do their digital assets invite people to interact—by asking questions, 𝘵𝘩𝘦𝘯 giving them content that relates to their responses?

Or, do their landing pages and emails provide the same information to all people?

Are they following-up with content that affirms a prospect’s specific motivation for wanting a degree?
etc..

This is one of the most interesting articles we’ve come across—about how making the message about the user took Pepsi from a struggling startup to a billion-dollar behemoth with a single ad campaign. Good stuff!

People Don’t Buy Products, They Buy Better Versions of Themselves What Apple, Samsung, and Starbucks learned from Pepsi