Closing in on your customer's secret wishes.
I am going to ask you two questions. It’s important that you think about the answers.What do you sell? The second - are you selling a benefit or a product?
The best way to sell your product… is NOT to sell your product.
Let me explain…
You need to narrow the gap between what you sell and what consumers want to buy. The best way to sell your product is to sell the “dream” your product can provide. The “dream” is what the customer is actually buying, not just the product.
A toy airplane can instantly turn a child into a pilot. You don't have to pay more for a car but some people do because they are looking to buy prestige and class. Apple sells the promise of increasing your brains abilities, not computers. Nike sells improved athletic performance, not sneakers. You get the idea.
Here are more examples of companies who are selling something greater than their product.
Product: DeBeers diamonds
What they are selling: The promise of a happier spouse (and a better life).
Product: Dawn dishwashing liquid
What they are selling: They care about saving wildlife.
Product: Purina dog food
What they are selling: Gives dogs the energy they need to be at their best.
Product: Cashmere toilet paper
What they are selling: Super soft bathroom tissue that makes you feel like a queen.
Advertise your product in terms of the problem it solves or the experience it brings. Focus on the emotional reward rather than on the physical product.
It’s important to have a great product but nothing compares to the passion and enthusiasm a company can create beyond its product.
Are you selling what consumers are looking to buy?
Morty Silber, CEO
Mad Strategies Inc.
a Wizard of Ads Partner