Purchasing decisions.
They can be incredibly fun, and incredibly frustrating.
Recently I went through a real stinker. This was an experience SO frustrating it spawned forth this article, in the hopes that you won’t subject your own prospects to a similar misadventure.
What was this decision, you ask?
Well, it was deciding to find a suitable replacement for my 6 year old laptop:
And in the end, the worthy successor was this:
Now, you might look at this switch and think that there’s practically NO difference between the two products[footnote]Or if you’re a tech nerd and you DO know the difference, we’ll get into it later[/footnote]. <-(You can click these thingeys for fun notes)
And who could blame you? At first glance, they look practically identical, right?
The only major noticeable difference is that one is silver and the other is black, with a green logo.
But, when you look at their positions in their product category (personal laptop computers), they are drastically different.
Both are designed for very different people.
I know this because the purchasing decision I went through took about 3 weeks of high level research.
This “buying phase” concluded with 48 hours of intensive “detail digging”, which is that strange moment, right in the heat of a purchasing decision, where you’re getting ready to pull the trigger… but you’re still not quite sure if you’re on the right track.
It’s the moment, when your mouse is hovering over the buy button, and you think to yourself, “I know I need to buy SOMETHING to solve this problem, but is *this* right choice?”,
Detail digging is where you’ll spend HOURS, consumed, as you hunt for as much information as possible, hoping to find ANYTHING that’ll shield “future you” from a big, bad dose of buyer’s remorse[footnote]PRO TIP: As a business owner, understanding this moment in your customer’s mind is CRITICAL. This is where your USP goes to war. And this moment is also why long copy nearly always performs better than short copy. More on those later.[/footnote].
The laptop I eventually settled on is called the Blade, manufactured by a company called Razer.
And today we’re going to take a look at how they managed to cut through the noise and win the sale, in the highly competitive marketplace of personal computers.
Naturally we’re going to do this using the USP framework, so we can all be a little more marketing savvy.
Y’all ready for this?