Google: Brand Positioning Case Study
Nov 15, 2022
💼 The brand: Google (Nest Aware)
💛 The empathy: We feel an ounce of regret every time we spend money. That feeling can resurface every month with a subscription charge.
☀️ The emotion: Fear/Regret >> Peaceful
💡 The idea: In each renewal email, alleviate feelings of “buyer’s remorse” by speaking to the reason why people use Google Nest Aware: for peace of mind.
DOWNLOAD NOW: Free 5-Minute Marketing Plan [Get Your Copy]
I pay Google $12 every month. I’ll probably be paying them the rest of my life.
But I only think about why I pay them once a month. And it’s because Google reminds me. It could be a painful experience to know that I’m paying them $144/yr. But they reverse that thought process.
Here’s how they do it…
Every month, I get an email reminder of my subscription renewal to my Google Nest camera. When I open it I read the words “Here’s to another month of peace of mind.”
They could’ve said “Thanks for using Google Nest Aware.”
They could’ve said “We just charged your credit card.”
Or even the utterly boring “Google Nest Aware Receipt #008”
But they didn’t.
They spoke to the emotional value that my Nest Aware camera system provides. I’m not just paying $12 a month for security. I’m paying $12 a month for the feelings of being secure.
Google reminds me of that and I keep paying it. It’s a small little nudge, but it’s just enough to take the buyer’s remorse away each and every time.
⚡️Idea Inspiration
-
Each time you sell a product, your customers experience buyer’s remorse. What are you doing to mitigate those feelings of regret?
-
Why do people buy your product or service? Better yet, what’s the emotional reason? (Security camera subscription=Peace of mind)
-
If you send a receipt to your customers or clients, could you also include a nod reminding them why it’s a worthwhile investment? Speak to the emotional reason in order to amplify the nod.
Want this in your inbox every week? We'd love to have you! Subscribe using the form below 👇
