Over the years, I have had some experience with marketing and having talked to an ambiguous range of experts in various industries, I’ve realized it is naive to try and sell the product. In a chat with the CEO of SimuRise, Mr. Solomon Salvis explained to me that people do not simply buy the product. Most people buy the experience it provides them.
As I let it sink in me, I fathomed its true significance. It applies to most industries and most people. Considering the example of luxurious cars, it is quite evident how they sell us their brand and an experience. If you live in a city, you know a Rolls Royce Ghost is not an economical car. The mileage is poor and in all honesty, you do not need 600 horsepower at your foot while driving in a city. Yet, it proves to be one of the finest creations of the automobile industry. Why do you think it is? It’s because Rolls Royce has never focused on selling the car to people who have mileage as a preference. It speaks to the people who pay a ton of heed (and money) to the experience the car provides.
Similarly, the author Dan Brown did not sell over 80 million copies of The Da Vinci Code by marketing the font style, number of pages and the character names. He did so by reaching out to his audience and talking about a controversial story about the Holy Grail. Moreover, McDonald’s does not talk about the nutritional chart of their burgers and fries. Their commercials portray a customer happily enjoying his burger with fries. It sells you the experience of the customer.
As much as the specifications and the features of a product are important, customers care deeply about how it makes them feel. The ultimate goal for the masses is to deal with whatever life puts their way and take the path towards happiness and satisfaction. So, if you are a service provider, a manufacturer, a supplier or any individual or organization trying to reach out to your target audience, do not succumb to the conventional way of selling the features of your service. Explain the advantages and the benefits of it. Let your prospect comprehend it and ensure that your service or product makes them feel important, benefited and satisfied.
It might feel pretty trivial to read and you may think that you already know this but I’ve observed a lot of brands not implementing their theoretical knowledge into practical aspects. Be resourceful, creative and maximize your mindset! It will unlock an unparalleled potential for you.
