I have a confession…

I’ve never set foot in a Greggs!

I’ve never eaten their much-loved sausage roll.

I don’t know what their vegan bake tastes like.

I couldn’t tell you anything about their steak slice.

And if I’m being brutally honest… I can’t think of any reason why I would ever go there in the future.

Now before I start sounding like a massive snob, let me say this….

I have nothing against Greggs.

In fact, I admire their phenomenal success.

They’ve built a powerhouse brand that’s on almost every British high street, catering to millions of customers who love its affordable products and quick service.

But it’s just not for me.

You see, when I want bread, I go to Gail’s.

Yes, I know.

*MASSIVE EYEROLL*

You might baulk at the price of £5 for a sourdough loaf.

Yep and I’d agree that it borders on the outrageous.

But I can’t resist its chewy, crusty goodness….

Even the way it comes in a see-though bag that looks like it should contain a limited-edition literary zine.

I can’t help it – I love it.

So what does that say about me?

Well, a few things…

That I’m a bit of a foodie…

That I have disposable income…

That I like to treat myself to the finer things…

But perhaps it goes deeper than that.

You see, I also love a burger and fries… but I will go to Five Guys and never McDonalds.

I have been a Mac user for 30 years… but I would feel acute existential discomfort using a PC.

And in the days when I used to buy vinyl I’d always avoid HMV on Oxford Street and go to Sounds of The Universe or Reckless Records in Soho instead.

Why do I make these choices?

Well, when I choose Gail’s over Greggs, or a Mac over a PC, it’s not just about the product that I buy.

It’s about how I differentiate myself from others…. how I see my identity…. what my values are… and what tribe I feel like I belong to.

This is the ultimate secret of marketing a product you create – be it a digital course, eBook, craft item or email newsletter service.

Because it’s rarely about the nuts ‘n’ bolts of the product.

Or what it delivers in terms of benefits and results.

Or even the price!

The REAL Reason People Buy

Most people assume that we buy products based on price, utility or quality.

But this isn’t true.

We are driven by deep emotions.

Whether we’re aware of it, or not, our purchases are based on how that product or service makes us feel about ourselves.

We equate the brand or product with the sort of person we think we are… or who we want to become.

It’s always been this way…

Think about Harley Davidson riders… Guardian newspaper buyers… Waitrose shoppers… people who wear Nike or Adidas….

And this applies to even the most basic everyday goods!

For example, I recall a Telegraph headline from a few years ago:

“Yorkshire Tea is for toffs, PG Tips is for ‘squares’: what does your tea choice say about you?”

There are people who pay much more for a book in an independent shop than on Amazon because it aligns with their values as literary types who support authors.

There are people who pay large sums for Doc Marten boots because it makes them feel a little bit punk, even if they’re 47 and work in middle management.

There are cooks who fork out big money for Big Green Egg Kamado BBQs because they see themselves as foodies like the chefs they admire on TV.

These products are sold not just on the quality of the materials and the results of using them…

But on the way they key into a buyer’s values and aspirations.

So why is this important to know?

Well, it’s crucial if you sell (or plan to sell) any kind of product, course, download, service, or content.

The Secret Of Positioning

Before you create or market your product, you need to have a very clear target customer in mind – and by that I mean a fully-fledged personality.

That means knowing their social status, income, education, media habits and worldview.

Then the question you should ask is this:

“Who do they believe themselves to be – or aspire to be – when they choose my product?”

When you know this, you can position your product or service accordingly.

For example….

Let’s imagine you make a digital planner designed for setting meaningful goals and reaching them.

Before you do anything, you need to decide who your target audience is.

Because there could be any number of audiences…

People learning new skills from home…. people looking to improve their performance at work… people looking to set up a home business…. People who want to lose weight or get fit…

Each of these niche audiences has a different set of interests and priorities.

So you need to pick your target niche in order to tailor the content and marketing to their needs.

But it doesn’t stop there.

Because within that niche there are subniches.

For instance, let’s say you pick people who want to get fit.

Within that niche might be:

• Fitness fanatics who want to improve results
• Mums trying to lose weight and get fit after pregnancy
• Older people trying to avoid serious health problems like high blood pressure, diabetes and joint pain.
• People recovering from illnesses and operations.
• Runners aiming for a big challenge like a marathon

So you need to decide who you are targeting, and then you find out how they identify themselves, and what tribe they belong to (or want to belong to).

For example you might decide on a digital goal setting fitness planner for older people trying to overcome high blood pressure and heart problems.

In which case…

1. Create a ‘Profile

Ask yourself questions like:

• What do they aspire to be known for?
• What brands do they already buy (and why)?
• What do they avoid, because it doesn’t align with how they see themselves?
• What would they rather spend more on, even if a cheaper version exists?

Of course, you can use ChatGPT for this:

PROMPT: “I’m selling [describe your product briefly]. Help me build a customer identity profile based on people who would choose this product because it reflects who they are. Ask me questions to refine this. I want to know their personality, values, lifestyle, brand preferences, spending habits, and what they avoid.”

In the case of a digital goal setting fitness planner for older people trying to overcome high blood pressure and heart problems, you’d get a response like this:

—————–

🔹 1. Personality & Mindset

Are they optimistic and proactive about their health, or more cautious and anxious?

Do they like structure and routines, or prefer flexibility and spontaneity?

Are they self-reliant and independent, or do they value support and guidance from others?

Do they see themselves as “ageing well” or “fighting decline”?

🔹 2. Core Values

What matters most to them: longevity, quality of life, staying active, staying sharp, being independent, leaving a legacy?

Are they more motivated by avoiding pain or gaining pleasure (e.g., fear of illness vs. joy of walking with grandkids)?

Do they value tradition and natural remedies, or are they more open to modern wellness trends?

Etc

—————–

Ideally, think of a person you know who fits this target buyer and imagine their answers.

Or if you don’t know, then you can also ask ChatGPT to ‘Act as this person and answer these questions for me’.

You’d then get something like this…

—————–

Name: Margaret.

Age: 67

Status: Retired former primary school teacher

Health Goals: Stay mobile, reduce blood pressure, manage weight, improve energy

🔹 1. Personality & Mindset

“I’m not trying to run marathons, but I want to stay well enough to do the things I love — gardening, walking the dog, chasing after the grandkids. I’m not obsessed with health, but I don’t want to become someone who’s always in and out of the doctor’s. I like a bit of structure, but nothing too rigid. If it feels like school homework, I won’t stick with it. I’m quite independent, though — I like to do things my way, in my own time. I’m not ready to feel old yet.”

Mindset: Quietly determined, doesn’t shout about her goals but sticks to them

Personality: Thoughtful, warm, a bit skeptical of trends, but open to trying things if they feel sensible

Identity: Proud of ageing gracefully, not in denial — but wants to stay sharp and mobile as long as possible

Etc, etc.

—————-

Next …

2. Define Your Customer’s Tribe Identity

Once you know who your audience is, ask: What does choosing this product say about them?

Again, you can use Chat GPT (keep open the same conversation as in the previous step):

PROMPT: “Based on my customer profile, what does buying my product say about them? What kind of identity are they signalling? How can I describe that feeling in emotionally resonant words?”

Now Chat GPT might deliver something like this.

———–

“I take my health seriously — not with fads, but with intention.”

“I value structure, but I want to feel free — not micromanaged.”

“I’m ageing with grace, but I’m not giving in to decline.”

“I believe in steady progress, not pressure or perfection.”

“I want to enjoy this stage of life feeling well, clear-headed, and independent.”

She’s not signalling “I’m trying to be young again.”

She’s saying “I’m investing in myself now so I can live well later.”

The Identity She’s Signalling

She is…

• Proactive, not passive
• Empowered, not overwhelmed
• Curious, not cynical
• Independent, not reckless
• Nurturing, especially toward herself
• Grounded, not swept up in hype
• Wise, and unafraid to make thoughtful choices for her future

————–

The result of this essential research will help you position your product in a way that not only appeals to your buyer… but resonates emotionally with them.

This includes the design, layout, packaging and branding…

The writing style, personality and voice of the content…

The way you frame the benefits in your listings and promotions.

Also the headlines and hooks you use in your advertising….

All of these should tap into the self-identification of your potential buyer.

I can explain more precisely how to do all the above in future issues of What Really Makes Money.

But if there’s anything in today’s email that you’d like to know more about, please reply to this and let me know!