We sell promises, not products.
Iโm sure Iโm not the first to say this, but your product โ whether thatโs a shoe, an ice cream, accounting services or training โ isnโt what makes people buy.
They buy a promise of what the product will do for them.
๐ Shoes that will make me look good in my outfit.
๐ฆ An ice cream that will give me a moment of pleasure.
๐งฎ Accounting services that will alleviate my mental load.
๐ง Training that will make me better.
When we think in this way, it does two things:
1๏ธโฃ Shifts our focus on the emotional side of our products. Not their features, but their benefits, and
2๏ธโฃ Recognises promises are tenuous. A shoe might be robust, but the promise of the shoe is anything but. We need to convince them the promise will be fulfilled.
๐ If you found this interesting, let me know! Buy me a virtual coffee โ or forward this email โ๏ธ to someone who also might like it. Your occasional support means I can keep sharing ideas about behavioural science for free.
๐ง Learn the science of Influencing Action
๐ Be shown exactly what to do to get better results for your small business
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