Selling a feeling!
How can you get paid for a feeling?
Yes you can get paid if you tie it with buying your product or service.
Can your product or service be sold with a feeling as the main marketing tool?
Most can be, you just have to use your imagination.
Lets take an easy example. Coca cola zero.
They sell a beverage in a can. Much like a lot of competitors. So why are they number one?
They deliver the beverage in a can as medium for your money but what they have really sold and you have paid for is:
1. the brand = premium = you can afford/deserve premium / or even are a premium person. = feeling good about yourself
2. Its cold (in every commercial anyway) = feeling cold/refreshed
3. Sporty and young, athletic. = Feeling young/athletic
4. Hero gets girls = feeling anything is possible (it can happen but you can see the chance percentage drop 🙂 )= feeling Hope
Ok that’s it about the big company with unlimited resources (the earnings for a beverage is really good).
Lets try it again.
You sell planks and nails and every other hardware needed to build things. That´s very easy to touch so consequently its a product.
How do you sell this with a feeling?
Well you take a couple of your customers and ask them to tell their story about what happened after they purchased the goods.
They will tell you have the built something. = feeling = accomplishment,fulfilled a goal, pride in ones capabilities.
You get the picture.
I /we did this when i started at sector alarm to.
They then sold a burglary alarm for houses and it protected you against evil. The Brochure was black and had pictures of broken glass, fire and ambulances. Pretty much like the competition.
We had step away from that to make the customers see us as the only choice to protect their home.
We started selling “safety in all homes” and did a new brochure that had happy people who projected calm and security. Light and happy homes with happy kids and parents. We started to sell the feeling of safety. This was really a turning point for us since up until then we were compared almost every time to our competitors and the customer then based their decision much upon price and what extra hardware one could add.
Now they didn’t do that anymore (at least very seldom). They wanted to know when we could come and deliver this and when they could feel safer in their homes again. The price tag fell out of many presentations since it was no longer important for the customer, they just wanted the feeling of security and that was worth much more than we would ever charge them so..
Start to think about what feelings you could sell your products and services with and you will be different and most likely more successful in your market!
Veni vidi vici
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