Nike is the world’s largest supplier of athlete shoes, apparel, and sports equipment.
They probably have a few lessons they could teach us about business and marketing.
But let’s look at just one of their secrets…
They don’t focus primarily on logic or facts to prove their products are the best. Of course they have to produce quality products, but that’s not the primary reason they’re #1.
Instead, they focus on the story behind their products.
Their slogan is “Just Do It.”
Do what? Be the best you can be. Be a champion.
They’re not selling you a pair of shoes. They’re selling you on doing it…being your best…being the champion.
Sure, they may mention the logical benefits behind their products, but that’s not what they’re selling. Many of their lower priced competitors have the exact same features available at lower prices.
They’ve invested in the story of being a champion.
How else would you explain the lifetime deal they’ve given to Lebron James that’s estimated to be worth more than $30 million dollars a year?
And he’s just one of many pros they’ve invested millions in including Michael Jordan, Tiger Woods, Kevin Durant, and Roger Federer.
Are they paying these pros because of their intimate knowledge of how to improve Nike’s products?
No, they’re investing in their story.
These pros are champions. You watch them play. You feel the emotions as they win. You identify with them as winners.
Nike translates the emotions you feel for these champions to their products.
They could NEVER make a ‘claim’ about their products that they will help you run faster, hit more jump shots, or win more matches.
That kind of claim simply wouldn’t be true.
You won’t see a comparison chart featured about how you’ll win more, because you wear Nike shoes.
It’s not about features or even benefits as we often think about them.
It’s about identifying with the winner.
It’s about the emotion of being a winner.
This story runs through everything they do and sell.
Their slogan of “Just Do It” is tied to that story.
Are you trying to sell your products based simply on their features?
Maybe you’ve moved to the next level and you’ve translated those features into benefits.
But is this where you’ve stopped?
Or have you continued past where almost everyone else stops and found the story behind the benefits you offer?
What is the golden thread that ties everything together in your business?
Customers don’t buy products or services.
They buy the story behind those products and services…because stories are the carrier of emotion.
Are your customers emotionally invested in your story?