🧠 The Means-End Chain Theory

Hey there,

Welcome back to the 58th edition of Brandish,

Your guide to crafting an iconic brand.

Why do people buy shovels???

Is it so they can have a big box of high-quality metal with a spinning glass disc inside? 

Is it so they can hang it up on their living room wall and admire its perfect design?

How about showing off to their friends and family that they have the best and greatest microwave in all the lands?

Heckkk Nooo.

99.999% of everyone buying microwaves is buying one for two reasons and two reasons only.

To heat something up, or to cook something fast.

That’s it.

(To the other 0.001% who aren’t doing that… who knows what they’re using a microwave for)

Just like the example I mentioned, 99.999% of the time features don’t sell. (not real numbers – but they’re probably pretty close)

So what does sell?

One word.

Benefits.

And that’s what we’ll be talking about in today’s newsletter.

So without further ado,

Kick back,

Grab your Brez,

And let’s talk about The Means-End Chain Theory.

The What Theory?????

This has a pretty odd name so let me explain.

And yes, I also had to look this up.

On Google, it states: “The "means-end chain theory" is named so because it describes how consumers mentally link product attributes (the "means") to their personal values (the "ends")”.

Essentially, people view products as a way to achieve a desired outcome or goal, creating a chain of associations between tangible features and intangible values in their decision-making process.

In short, The Means-End chain theory states that people buy products or services not for their features, but for the benefits they provide, and ultimately, for the values they satisfy.

So basically, “Don’t buy my product for what it does for you today – buy it for what it will do for you tomorrow” is what google is trying to say.

And this strategy is based on the theory that many customer decisions are taken not to satisfy an immediate need, but for some objective in the future.

For example, someone might buy a new laptop not because it has a faster processor, but because it helps them work more efficiently, and ultimately, because it gives them a sense of achievement.

The idea is that there are three levels linking a product to a buyer.

Attributes, Consequences, and Values.

Attributes are the tangible or intangible features of a product - (eg. size, color, price, or quality).

Consequences are the functional or psychological outcomes of using a product - (eg. comfort, convenience, or status).

Values are the deeper beliefs or long-term goals that guide a consumer’s behavior - (eg. security, happiness, or self-esteem)

How does this theory even work?

I’m tired of typing it out, and you’re probably also tired of reading it so many times by now so from now on I’ll be calling it the MEC theory.

The MEC theory is all about figuring out how a product connects to what really matters to people when they make decisions.

This is done by using a technique called laddering, which involves asking questions to understand the “Why” behind someone's choice.

Let’s say someone really really likes this specific coffee brand.

You could ask them why.

Why that brand?

What does it do for you?

What does it mean to you?

Asking these simple questions helps you uncover the bigger picture and understand why exactly they’re drawn to it.

In a way, it’s like peeling back the layers of a person’s decision.

At first, it might be about flavor, but as you keep asking, you find out that drinking that coffee makes them feel more energized and ready to tackle their day.

Maybe that sense of energy is connected to feeling successful, which, in turn, ties back to their bigger life goals.

Or maybe that brand’s eco-friendly message hits home with their values of wanting to do right by the planet.

So, what started as a simple coffee choice actually helps you acquire invaluable data.

By using this method, you’re able to get closer to your customer by tapping into these deeper connections and create a lasting bond that goes way beyond just selling a product.

How to make the most of this powerful strategy

The formula for activating the MEC theory is simple.

Your copy and messages should always represent the positive end results.

But by doing this, your prospect is less likely to critically analyze the pros and cons of the actual product, and base their purchase decision on the ultimate benefit it will provide them.

For us at Obvi, it can be something as simple as sharing a picture of someone’s before and after.

Or a story about someone's fitness journey.

What’s the core benefit of your product or service?

If you sell shovels, you must understand that people don’t want a long pole with a flat piece of attached metal.

They do want the holes so they can plant big strong trees and colorful flowers and make their home look more attractive.

If you sell microwaves, people don’t want the big, clunky electrical box with fancy buttons and spinning glass disc.

They do want to be able to cook and eat quickly so they have more time for other things.

Cars?

The fresh paint, roaring engine, and leather seats sure make them fun to drive, but getting from point A to point B is why people really buy them.

The ego appeal is icing on the cake.

Tool of the Week

If you read my newsletters every week, you know how much I like to talk about UGC.

And talk about how it does things like increase customer LTV…

And how it’s one of the best ways to build social proof…

Or even how it puts more money in your pockets…

I could go on the whole day about UGC but in short…

It CRUSHES.  

That’s why I’m PUMPED to tell you about ICON.

This tool has been a life saver for us at Obvi, and has made our UGC dev process as close as you can get to effortless.

But not just for us, for our creators too.

With the help of ICON’s revolutionary AI software, you’ll be matched with the perfect creators for your brand in seconds.

That means no more spending precious time stalking socials and instead you can put those hours to good use crafting the perfect message.

But here’s the craziest part.

They can help with that too.

Once you’ve found a creator, all they have to do is record one video which is then used by ICON to make multiple videos.

Here’s a video of it in action.

It’s helped us a ton so I know it can help you.

Just click the link here to generate your first AI ad.

Wrapping Up

The bottom line is, for most products, it's not the product itself that people want.

It’s the ultimate benefit they’re buying.

This might sound strange but think about it…

If people could snap their fingers and magically have a hole in the ground, shovel businesses wouldn't exist.

If they could cook their food in seconds by clapping their hands together, bye-bye to all Microwave brands.

And chances are if you could teleport yourself from point A to point B, gas stations cars and planes would become pretty much useless (sorry car people).

That’s all I have for this week!

Thanks for reading and until next time.

Ankit