Who Does Your Product Let Them Become?

Have you ever wondered why you might choose one brand of watch over another, even if they both tell time perfectly? Or why you might feel drawn to a certain type of car that sends a specific message? That's because you're not just buying an object; you're buying an identity. You're buying a product with a personality that helps you express who you are, or who you want to be.

Your Product is Actually Two Things

Think of any product you sell as having two distinct parts.

• The Functional Product: This is what the product physically does. A soap cleans. A car provides transportation. A pen writes. This is the practical, logical side of the purchase.

• The Symbolic Product: This is what owning the product says about you. This is its soul, its personality. It’s the non-functional, emotional value that makes you choose one over another. This is where you, as a marketer, have incredible power to create value.

You're Selling Roles, Not Just Objects

This works because people have a deep desire to play certain roles in their lives and to have those roles recognized by the world around them. Your product can become the instrument they use to act out these roles. These roles generally fall into two categories:

• Character Roles: You want to be seen as having certain personality traits. Perhaps you want to be seen as "adventurous," "sophisticated," "charming," "modern," or "virile." A rugged, all-weather jacket doesn't just keep you warm; it helps you feel and look adventurous. A minimalist, high-tech gadget doesn't just perform a function; it helps you feel modern and brilliant.

• Achievement Roles: These are the status roles you've earned in life. Maybe you’re an "Executive," a "Home Owner," a "Good Mother," or a "Man-On-His-Way-Up." Since you can't walk around with a sign declaring your success, you use products as the symbols of your achievements. That's why getting a promotion might make you feel it's time to trade in your practical sedan for a luxury car; you need the car's personality to reflect your new role.

How You Can Build a Personality for Your Product

So, how do you deliberately build a personality that sells? You can't just invent one out of thin air. You have to build it logically, using what people already believe as your foundation.

1. Start with its Primary Image. First, you have to figure out what people already think of your product. What is its current, accepted personality? A household cleaner might be seen as "functional" but also "harsh" and "chemical." A piece of heavy machinery might be seen as "powerful" but also "clunky" and "industrial." This existing perception is your primary image, and you can't just ignore it—people won't believe you if you try to contradict it directly.

   
   

2. Build a Bridge to a Better Image. You then use that primary image as a starting point—a bridge—to connect to a more desirable personality.

   
   

   • If the image is positive, your job is to intensify it. For example, if your sports car is already seen as "fast," you can intensify that by associating it with the ultimate symbols of speed and skill, like professional race car drivers.

   • If the image is neutral or negative, your job is to redefine it. You absorb the existing image into a bigger, better story. Remember the old soap with a strong "medicinal" smell? That negative trait was redefined as proof that the soap was a powerful, no-nonsense cleanser that really worked. You can take a boring, "unseen" product like a piston ring and give it a personality of "precision" and "success" by showing it being installed in a beautiful, high-performance sports car by an expert mechanic.

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A word of caution: the personality you build must be believable. You can't make people identify with an image that feels completely fake or out of reach for them. The key is to start with what they already believe and gently lead them to see your product—and themselves—in a new, more desirable light.

That's the core of product personality. It’s the story, the feeling, and the identity your product offers to your customers. It transforms your product from a simple object into a symbol of who they are or who they aspire to be.

Examples of Product Personalities You See Every Day

Once you start looking for it, you'll see it everywhere. Here are a few common personalities you can build for a product:

• The Rugged Explorer: This personality is all about freedom, adventure, durability, and self-reliance. You communicate this with images of your product in the wild, being used in tough conditions. Your language is confident and strong. Think of a durable outdoor cooler or a 4x4 truck. You're not just selling a way to keep drinks cold; you're selling the identity of someone who can handle anything nature throws at them.

• The Sophisticated Innovator: This personality is modern, elegant, intelligent, and ahead of the curve. You build this with clean, minimalist design and a tone of quiet confidence. You're not just selling a laptop or a phone; you're selling the identity of a creative, smart person who values design and has impeccable taste.

• The Nurturing Guardian: This personality is built on care, safety, and responsibility. It’s perfect for products related to family, health, and home. Your brand voice is warm, reassuring, and trustworthy. You're not just selling organic baby food; you're selling the peace of mind that comes with being a caring, protective parent who makes the best choices.

• The Savvy Achiever: This personality is all about success, efficiency, and status. It appeals to your customers' professional ambitions. You build this with a polished look and language that speaks to results and control. You're not just selling business software; you're selling the identity of an executive who is organized, powerful, and in command of their career.

How to Weave This Personality into Your Drip Campaign

A drip campaign is the perfect place to build this personality over time. Let's imagine you're marketing a new productivity app called "Momentum," and you've chosen the "Savvy Achiever" personality for it.

Here’s how you could structure your email drip campaign to bring that personality to life:

Email 1: The Welcome Email

The goal here is immediate identification. You want your new user to feel like they've just joined an exclusive club of high-performers.

• Subject: Welcome to a new level of control.

• Content: "Hi [Name], you're here because you don't just 'get things done'—you drive results. Momentum isn't for everyone. It's for professionals who are serious about their impact and are ready to master their workflow. Let's get started."

• Why it Works: You immediately frame them as a "serious professional" and your product as the tool for that identity.

Email 2: The "Problem Redefined" Email

Instead of just listing features, you redefine their problem in a way that builds trust and makes your solution seem like the only logical choice.

• Subject: It's not about working more hours.

• Content: "You've probably felt that frustration—a day full of tasks but a feeling of little progress. The problem isn't your work ethic; it's the chaotic tools that create more noise than clarity. We built Momentum on one principle: true achievers operate from a place of focus, not frantic activity."

• Why it Works: You show empathy and shift the blame from them to their old tools. You're positioning your product as a new, more intelligent way of thinking.

Email 3: The "Picture of Success" Email

This is where you paint a vivid picture of the future they can have with your product. You build their desire to a peak.

• Subject: What your Friday could feel like.

• Content: "Imagine closing your laptop at the end of the week with a feeling of complete accomplishment. Every project is on track, your team is aligned, and you have total clarity on what's next. That's the control and confidence you get when you're working with Momentum."

• Why it Works: You're not selling features; you're selling the feeling of being a successful, in-control professional. This is the emotional payoff of their desired identity.

Email 4: The Final Call to Action

Your final push shouldn't just ask for a sale; it should invite them to fully step into the identity you've been building.

• Subject: Ready to lead the pack?

• Content: "You've seen what's possible. While other tools keep you busy, Momentum keeps you effective. It's time to choose. Are you ready to operate with the focus and control of a top performer?"

• Button/CTA: Instead of "Buy Now," use something like: "Become a Momentum Pro" or "Master My Workflow."

• Why it Works: The final decision isn't about money; it's about choosing to become the "Savvy Achiever" they want to be.

Your Next Move: From Busy to In Command

Ultimately, growing your business comes down to a choice.

You can continue to operate in the day-to-day whirlwind, reacting to tasks and feeling like you're always just one step behind. That's the path of being busy.

Or, you can decide to step into the role you were meant for: the commander of your own growth. The one who builds systems, directs strategy, and operates with the clarity and confidence that defines success.

GetResponse was built for the commanders. Every feature, from our powerful automation builders to our clear, data-rich analytics, is designed for one purpose: to give you the leverage and control that separates thriving businesses from the ones that merely survive.

You already have the vision and the drive. The only question is whether you have the right engine to power your ambition. This is your opportunity to stop just working in your business and start working on it, like the savvy achiever you are.

Ready to take command?