IKEA has a brilliant strategy to sell more furniture.
And it’s one that most people don’t consciously consider.
Selling good food at low prices is one of the ways they brand their affordability.
They don’t mind taking a hit on the food, if they are going to sell you a $900 couch.
This strategy has worked brilliantly for them over the years and they’ve been doing it since 1958.
Here’s how it works. The low cost food helps people associate “affordability” with IKEA, and your subconscious mind automatically transfers that association to the rest of their products.
It’s similar to the way I judge restaurants.
If they have a dirty bathroom, I automatically think they must also have a dirty kitchen.
Here’s the difference between IKEA’s advertising and your own.
IKEA sets up these associations with a purpose.
But you are probably creating these perceptions in your marketing without even realizing it.
And you might be creating negative ones.
That’s why I teach you to be authentic in your marketing. And I encourage you to discover those principles, values and passions that you love the most and share them with your audience.
For example, I want to be seen as trustworthy by my prospects and clients.
One of the ways that I do that is through stories.
When you demonstrate your authentic loyalty, helpfulness, generosity and grace through stories people will begin to connect you with those traits and more.
It’s one way people get to know the real you and learn to like and trust you.
And that’s why I share how I do it in my book, Kill Cold Calls.
You can pick up a copy here.
If you are concerned with the perception your marketing is giving, hit reply and send it to me. I promise to give you my honest feedback.
Talk to you soon!