How do your customers want to feel?

Naturally, since it’s is the beginning of the new year, there is much focus on your goals, your resolutions, your dreams and importantly how you want to feel.  I am a big believer in all of these and am still going through the process of nailing these down for myself.

What I would encourage you to do is to take the opportunity to really think about how your customers want to feel.  Whatever your product or service is the real reason you exist is to satisfy a need in your customers – there is something going on in their lives that needs to change – in other words they are looking for a change in the way they feel.  So when you are designing your offers, of course its important to focus on what the features are, and be able to align the benefits with the needs of your customers as well as being able to articulate these. But I would go deeper than this – lets think about how they really want to feel.

Think about Michelle Bridges 12 week body transformation.  Her program is packed full of features & benefits but what she is really selling is the chance to feel better about yourself, to feel healthy, to feel fit, to feel in control – to feel like you are looking hot!  Who wouldn’t want to feel that way?!

If you struggle to come up with the answer to this keep asking yourself the same question – “yes but how do they want to feel?”  If you get stuck on your tangible benefits – the softest fabric, the best plans, convenience, answers, support, etc – ask yourself again “yes but how do they want to feel?” Do they want to feel comforted, to feel better, to feel supported, to feel nurtured, the feel empowered, to feel loved, to feel like a good mother / daughter / girlfriend / friend?

Put yourself in their shoes and take the time to understand how they really want to feel – in this space you will find the answers you need to create the best possible experience for your people.