He drives a Tesla. She drives a Leaf. His is leased, hers was bought outright. He wanted to drive in the carpool lane (without the extra passenger). She wanted to contribute to cleaner air. He got the top-speed model to go zero to 60 in under three seconds. Hers can barely make it in ten.
Yet, she dry cleans her jeans, colors her hair with peroxide-based dye, and orders take-out food three times a week. He loves to cook every night with organic ingredients, drops his clothes off at a fluff-and-fold that uses earth-friendly detergent, and charges his car with a solar-panel system.
How would you sell to them? What would you add to the cars to make them more appealing to the buyers’ other sides? Or how would you integrate their driving tastes into their other activities?
This usually falls into the realm of personas – those invented personalities that marketers believe can help them pull in more customers. Yet, despite decades in marketing, I’ve never liked them very much. They’re like averaging averages, which is statistically unsound.
We don't make things irresistible in a vacuum. We follow the same advice that we give to our clients.