Why You Just Bought That Tshirt from Target

What’s the difference between a $5 t-shirt from Walmart and a $5 t-shirt from Target?

They are both probably made somewhere in South East Asia or Central America. They are both pretty low quality. They will both shrink in the wash.

So why does the shirt from Target seem better?

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There is a natural human truth that most people shop based on their external problems but buy based on their internal problems. When you say, “I need a plain black t-shirt for this outfit.”, you are actually saying so much more.

Imagine for a second you have a list of every store in America. A quick Google shows there are just over 1 million brick-and-mortar retail stores, and another 1.8 million online stores, based in the US alone. For the sake of math, let’s round that up to 3 million options. Let’s assume only 5% of those sell clothing (150,000), and only half of those might sell a t-shirt. You’re still left with 75,000 options for where to buy that black t-shirt.

So why does it feel like there are 10 or 12 options? And why does one option rise to the top?

There is an essential factor missing from the t-shirt search. The internal problem.

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See, an external problem is an actual problem a customer faces.

“I need a new shirt.”

“My shoulder is hurt.”

“I don’t know how to invest my money.”

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The internal problem is how the external problem makes them feel.

“I feel out of style and uncool because of my clothing.”

“I feel like I am letting my kids down because I can’t play like I used to.”

“I feel overwhelmed and frustrated by the financial system.”

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So why does the t-shirt from Target seem better?

Because people shop based on their external problems but buy based on their internal problems.

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Target has spent years positioning its clothing lines as the perfect antidote to the internal problem associated with fashion. They have a reputation as a trusted guide who will, the second you walk into the store, show you precisely what you should be wearing to fit in and look great.

When you buy a black t-shirt from Target, you aren’t purchasing it to cover your back. You’re buying it to feel cool and fit in. Even though it is just a black t-shirt.

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Take a second to look at your own brand and marketing. Are you solving an external problem or an internal problem? Need help figuring out the difference for your business? Give us a ring.

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