Yesterday, a nurse was sharing her child care experience with me.
We chatted for an hour before she casually mentioned – “A lot of new parents are giving their newborns Vitamin D right now.”
WAIT
WHAT?
You have to buy supplements for a 16-day-old baby now?!
I don’t recall eating any of these when I grew up… and I grew up perfectly fine. So, naturally, after complaining about this to my wife…
I…
Went to the drugstore and bought a bottle of probiotics + vitamin D.
😅
I know.
It’s likely unnecessary.
(and expensive)
But because I “want” to be a good parent.
This identity forces me to buy anything that might benefit my child, especially when I discover that the parents across the hall have already bought it.
Lesson?
The best marketing strategy is to build an identity around your product so that people believe – “If I’m X, I need to buy Y.”
This is the same strategy that helped:
- Apple became the world’s most valuable company
- Philip Morris sold billions of “harmful” product
- Hegen shipped millions of premium breast pumps
Now, it’s your turn.
What’s the mission of your company?
How can you align that mission with a specific identity?
Finally, how can you strengthen that identity with your marketing?
👆 This is one of the first things I help my DFY clients figure out.
Cheering for you,
Wuyen