There’s a company in South Carolina called Clark’s Pest Control. Clarks is dedicated to kicking termites, bedbugs, and other crawling pests from your home.
Clarks Pest Control gets the ick factor of pests.
Pests Are :
- Disease carrying
- A health hazard
Pests Are Not:
- Something you cuddle
- Good for your family
- A way to say I love you to your wife and child
Of course you should know your demographics and of course you should have your personas neatly established. (Hubspot has a great article on how to create personas if you’re interested.)
But, you need to know what emotionally moves your customer. For Clarks Pest Control it’s keeping the family safe. Protection. Basic and primal. It’s papa bear and mama bear protecting their young cubs.
These emotions are in all of us. What emotions do your customers experience when they use your product or service?