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It’s not what you think
Author: Bill Cusick
June 23, 2005
Let’s face it. We are all selling, all the time. We’re selling our service to customers, our products to market, our golf story to buddies, whatever. What we here at Vox have argued is that, when you sell, you are not just spinning what a service or product can do for a customer, you are selling the resulting feeling or emotion the customer gains from buying a product or associating with your company.
Seth Godin, in his intriguing (though lean) book All Marketers Are Liars, more eloquently postulates this idea. He cites some interesting examples (e.g. why people spend $80,000 on the Porsche SUV when they can get the same chassis, engine, etc. in the VW model for half that). What people are buying, is the feeling and emotional associations they get from the purchase, not the product itself.
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