I know this isn’t anything new, but we just got our latest Fearless Flyer from Trader Joe’s and reading through it made me realize how good Trader Joe’s is at selling products.
Instead of just showing you the products with prices in bright starbursts, every product has a story. For instance, I love reading about how Dijon mustard was created by Pope John XXII’s official mustard-maker, his nephew from Dijon, because of the Pope’s crazy obsession with mustard. It’s not until the end of the 2nd paragraph of the story that you find out how much the mustard costs, and by that point, I’m totally sold – before I’ve even seen the price!
Trader Joe’s does a great job at getting you emotionally involved and engaged with their products to convince you to buy them. Banks and credit unions could learn a lot from the way they market their food items.
Don’t tell me about a great rate on a CD, tell me how I can use the money I earn off of that CD to do something to make my life better. Or, tell me how this amazing mortgage rate will allow me to have a lower monthly payment so I can take that family vacation I’ve been dreaming about.
Financial product advertising should sell me on something other than numbers. I’m much more likely to buy if I’m offered a reason, an example, or a story that shows the relevance of that product to my life.
