Close to 40 years ago Toyota motor wanted a piece of that Mercedes-BMW pie.
But their cars were more for the folk than Volks.
So they did something very very smart that literally proves the premise in my book, MANIPULATION – Emotional Triggers that Make People Buy.
A team of marketers and semi-social scientists were sent to a luxe area of California to study the buying habits of the affluent.
Simultaneously engineering and design teams were working on their brand new brand.
The marketing team reported back to the engineers and the designers what rich people wanted.
They reported on why people bought Mercedes and BMWs and figured out a way to engineer a luxury automotive brand from scratch.
Consider what they didn’t do.
They didn’t build an awesome car and then figure out how to sell it.
They didn’t build a beautiful car and hope someone would buy it.
No, they deliberately manufactured an image out of the wants and desires of the wealthy they were targeting and then built a car that fit this image.
This is a profound marketing lesson.
Toyota already knew how to build cars, so they had basic competency.
What they did not know was how to build a car that they could sell for twice as much as their regular clunker.
And that is why they had to understand the customers’ emotional triggers before they even had a name for their new product.
Emotional triggers are easy to understand. You and I make our purchase decisions based on them everyday.
For marketers and business owners, understanding these triggers makes our job a whole lot easier.
When we know what our customers want, what makes them happy, we can give it to them.
The MANIPULATION program is just one of the breakthrough ideas you get when you subscribe at our site.
There’s also the How to Create Million Dollar Products! course that delves even deeper into making something that never existed so that millions of people will want it.
But the topper, the high value asset you’re going to receive is Retired Writer’s Club. That’s our secret email list delivered to people like you who understand there is a science to business and that once you understand it you can command market share just like Toyota did with their Frankenstein baby all those decades ago.