The PB&J. It’s a classic. And, with very few exceptions, one PB&J is pretty much like the other. So, with that said, let’s do a little experiment.
I’m going to give you two descriptions of a PB&J as they might appear on a menu. Read both, and then choose the one that convinces you that you just HAVE to have that sandwich. Ready? Let’s do it!
OPTION 1: PB&J Sandwich (Cost = $3.50)
OPTION 2: The O.M.G. PB&J (Cost = $8.50)
Forget the traditional PB&J on white bread. BORING! We put the creamiest (or crunchiest — your decision) peanut butter and the most delectable Concord grape jelly between two light and fluffy buttermilk pancakes in just the right amounts. And THEN we sprinkle the top with a fine dusting of powdered sugar. From the very first bite you take, you’ll experience layer after layer of pure deliciousness. And you’ll notice how the flavors come together in a way that can only be described as “O.M.G.” (Seriously. We hear our customers saying this ALL. THE. TIME.) We’ll give you extra napkins to wipe the jelly off as it runs down your chin and to dab the powdered sugar off your nose.
Okay. Which one would you order? For me — it’s Option 2. Hands down. (If you want the recipe, here’s where I found it. And thanks to The Huffington Post for turning me on to it!)
Okay. So, What Does Any of This Have to Do with Marketing? (Wait for it…)
If you have a product or a service that a lot of other people offer, too — the classic PB&J is a great metaphor for you.
So many businesses focus on the features of what they sell rather than how it will benefit the consumers or clients they serve. (See Option 1 above. Just the features, ma’am.) They fail to tell the story of how their product or service will improve the lives of their customers. What problem will it solve? What dream will it help come true? How will it remove obstacles that are in the way of progress?
Depending on features to differentiate a product or service is lazy thinking. (Sorry—but it is.) Taking a deeper look at the impact that offering is having on customers and then telling that story is where the magic starts to happen. It’s when potential customers wake up and start listening to what you’re saying. Because what you’re saying is all about them.
What Option 2 represents is taking something that SO MANY OTHERS offer and putting a spin on it that’s uniquely your own. What’s that ONE THING your product or service can offer— even it’s a small thing — that separates it from the pack? That’s what you need to figure out.
Ask your current customers or clients why they chose you AND why they stay with you. Word-of-mouth might have brought them to you—but what is it about what you offer (and the way you offer it) that makes them loyal to you?
When you talk about your offering in the same way your competitors do, then you’ll remain invisible. And that’s no fun for anyone.
Tell a Value Story
Did you notice that the Option 1 PB&J was five dollars cheaper than the Option 2 PB&J? Would you still choose Option 2 even though it’s more expensive? I mean, both would fill you up, right? Both are tasty. So, why not go for the cheaper option?
The truth is, some people might very well choose Option 1. And that’s totally fine. Hopefully it’ll be what they need.
But there will be others who choose Option 2 despite the fact that it costs more. And the reason they’ll pay that higher price for a PB&J is because the description describes the experience they’ll have while eating it. They can visualize how their life (or at least their lunch) is going to be better when they eat this sandwich. And they’re totally willing to pay for it because they see the value in it.
Take a look at how you’re marketing your business and telling the story about what you offer and how you’re different. Are you an Option 1 PB&J? Or are you an Option 2 PB&J? No judgment either way.
Now, go fix yourself a PB&J and give all of this some thought.
