Understanding the Disconnect in Web3 Marketing
If you were to squint your eyes and peer into the bustling world of Web3, you might think it’s more about techno-babble than real-life applications. Yes, we get it: blockchain is revolutionary, and crypto is the new black. However, if we cast our gaze towards industries that have mastered the art of emotional branding—like car manufacturing—we see a glaring contrast in how they engage with potential buyers.
What Car Brands Teach Us About Marketing
Let’s hit the gas and cruise through some noteworthy car brands:
- Volvo: Safety, freedom, sustainability.
- BMW: Luxury, design, and sustainable driving.
- Peugeot: Fun, elegance, and irresistible charm.
These brands steer clear of technocratic jargon and instead present aspirational ideas, using stunning visuals and catchy taglines that spark the imagination. You can practically feel the wind in your hair just by looking at their ads!
Automotive Marketing 101: What Not to Say
Now, let’s pivot to what we *never* see in their ads:
- Boring facts about fuel economy and repair parts.
- Detailed discussions of corporate governance and stockholder distribution.
- A comparison to horse-drawn carriages—because who wants to be reminded of that?
- Market volatility of fuel prices. Yawn.
Instead, they evoke emotion and transport potential buyers into a desirable lifestyle—as opposed to a mere mode of transport.
Why the Web3 World Misses the Mark
Now let’s shift gears and look at Web3. Unfortunately, many projects seem to employ a strategy akin to shouting the specs of a car at potential buyers in hopes they’ll fall in love. Spoiler alert: it’s not working. People aren’t flocking to Web3 because of transaction speeds or cutting-edge governance models. They’re looking for reasons to care—emotional triggers that connect them to a brand.
Unlocking the Emotional Connections
If the proof of the pudding is in the eating, then the answer to understanding your audience lies in understanding their emotions. How do you do this? Start asking the questions:
- What draws customers to your product?
- What feelings are associated with their purchase?
- How can you make them feel more included and validated?
Conducting market research isn’t rocket science. It’s about finding out what makes your audience tick, and it’s easier than you might think! Just connect with your existing customers or test hypothetical products through polls and focus groups.
Final Thoughts: Putting Emotion in Motion
For Web3 operators, the message is clear: while it’s great to bask in the glow of technological superiority, it’s much more effective to focus on the emotional resonance of your brand. Like the car industry, build a brand that reflects aspiration. Let the technical details simmer in the background while you drive home what truly matters: fulfilling the desires and needs of your audience. Remember, feelings drive purchases 90% of the time, even if the buyers insist they are all about cold hard facts.
