SEO | Website Design | Internet Marketing | Adcuda Kansas City

So, we’re on the tail-end of a large project we did for an auto group that carries a wide range of European brands, selling the kind of supercars that are made into posters and hung on the walls of dorm rooms and garages all over the world… and, of course, my bedroom when I was little. I was pretty excited when the project came in, and though I knew there would be no hands-on research, and ultimately I didn’t get to work on it as much as I’d hoped, I did get to do plenty of research on the latest Lamborghini and Ferrari models. Writing about these exotic beasts promised to be a nice change of pace, and it was… but the research, oh, the research.

Looks are, of course, subjective, but I reckon there are few people who couldn’t find a Lamborghini or Ferrari body style to fall in love with. Beyond the sexy curves and aggressive angles lie ferocious power, governable only by the most sophisticated performance engineering, from deforming spoilers all the way down to the microscopic grip of the rubber patches tearing at the ground. Saying all that, I quickly found how surprisingly easy it is to make these ground-based missiles, well, boring. Though the specifications on these cars are staggering, dryly listing them doesn’t make for the most engaging reading. Now, I understand these cars don’t need a lot of help selling themselves, by the time a new model is announced there’s already a multi-year backlog of orders, but if we focus on that it won’t help my point.

So, what is this point I’m taking forever to get to? Even though you may have an amazing product, or a fabulous service people truly need, don’t leave the end user out of the equation. Dryly listing the stats and specs of your product certainly shows what it’s capable of, and its unique selling points might be glaring therein, but how does the consumer relate to it? You may be selling an exclusive, super fast, super cool automobile, but you then have to tell me that this makes me exclusive, super fast and super cool in turn. We humans, whether some want to admit it or not, crave some pretty basic things. We want to belong to a pack, while also impressing others in the pack. We want cool stuff, we want money, we want to save time, money and energy, and we want to improve whatever insecurity we have within ourselves… a Lamborghini Murcielago and its 631 horsepower can work wonders on the latter.

Somewhere in there is a better me...

Point is, do not forget to speak to your client and their wants and needs, otherwise you’re essentially giving off a “take it or leave it” attitude, and unless you’re selling a product that automatically comes with a two-year waiting list of customers built-in, then the extra effort is well worth it. I know it sounds insanely basic, and it really and truly is, but I’m constantly running across websites that fail to tell me directly why my life will be better with their product. After all, when it’s all said and done, it’s really not about the product, it’s about ME.