Buy This messages sell products and services. Buy Us messages sell the company and the brand.
Here’s an example of a Buy This message: a sales letter to a farmer. The letter tells the farmer about a new line of organic seeds. It makes a case for why they’re better than all the other seeds on the market. Then it asks the farmer to make a purchase and try them for himself.
Or here's another example: a brochure for driving lessons. The brochure mentions the instructor’s pass success rate, and how long he’s been in business. It says on the cover, ‘Take driving lessons with Driver McDrivey and you’ll pass your test.’
The Buy This message is powerful, direct and most businesses rely on it to sell their products and services. It’s a tried and true method and it’s not going anywhere anytime soon.
But a Buy Us message is a totally different animal. It sells a brand, not a product or service. Big companies use it really well.
Buy Us doesn’t sound like a sales pitch. It never says, Hi! We’re Big Deal Computers! Buy Our Laptops! That’s because a Buy Us message has a different purpose.
We’ve all seen adverts on TV that don’t seem to be selling anything. But look closer. They really are. They’re just not selling a particuar product. They're selling a brand.
Here’s a madeup example of a TV advert for an insurance company: a babbling brook cuts through the scene. Some tall pines stand in the distance. A deer walks across a meadow. A tiny corporate logo pops up in the bottom right corner of the screen.
Huh? What was that?
They're still trying to sell you something. But instead of selling you an insurance policy, here, they want you to see them as a friendly, natural choice. They want you to see value in their brand.
Good brands often associate themselves with the things we love. They create strong emotional bonds with customers. Just ask Coke or McDonald’s if Buy Us messaging works.
It’s what separates them from all the other companies selling cola and hamburgers. It’s what turned them into billion dollar giants.
But you don’t have to be a big company to do it. You don’t have to launch a big TV advertising campaign. And you don’t need babbling brooks or wildlife.
You can accomplish it on a scale that makes sense for your business and with the resources available to you.
All it takes is a creative approach.
Contact me today to find out more.