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  • Matt Johnson

Selling Product Features vs Selling the Emotion

Selling features of your product or service can only take your business so far.

In today's highly competitive market, it's no longer enough to list the technical specifications of your offering simply.


Consumers are looking for something more – they want to know what your product or service can do for them, and more importantly, how it will make them feel.


That's why the most successful brands in the world sell the feeling that their product or service gives the customer, instead of just the features.


Think about Apple, for example. The brand's iconic slogan, "Think Different," encapsulates the feeling of creativity and innovation that the company wants its customers to associate with its products.



Apple doesn't just sell its products on the basis of the features they offer but on the promise of a unique, creative experience that sets its customers apart from the rest.


The same goes for Nike, with its famous tagline, "Just Do It." The brand promises a sense of determination and motivation, encouraging customers to push themselves further.





The fact is that consumers make purchases based on emotions, not just rational considerations.


By selling the feeling that your product or service can give the customer, you're tapping into this emotional connection and creating a bond that goes beyond just a transactional relationship.


When customers feel connected to your brand in this way, they are more likely to become loyal, repeat customers.


So, how do you sell the feeling, instead of just the features? The first step is to identify what it is that makes your product or service unique. What sets it apart from your competitors? What are the benefits that your customers can expect to experience from using your product or service?


Once you have a clear understanding of these things, you can then craft a brand story that speaks to your target audience on an emotional level.


One key element of a successful brand story is authenticity.


Consumers are savvy, and they can smell inauthenticity a mile away.


To create an emotional connection with your customers, you must be genuine and authentic in your messaging.


This means sharing stories that are real, relatable, and relevant to your target audience. This also means avoiding the use of generic, clichéd language, and instead, crafting a unique and distinctive voice that speaks directly to your customers.


Another important aspect of selling the feeling is creating a consistent brand experience across all touchpoints.


From your website to your social media channels to your in-store experience, every aspect of your brand should reinforce the feeling you're trying to evoke in your customers.


When all elements of your brand are working together, you'll create a powerful emotional connection that will keep customers coming back for more.


Finally, it's worth noting that selling the feeling is not a one-time effort, but a long-term strategy.


Building a brand that connects with customers on an emotional level requires ongoing effort, but the payoff is well worth it.


Brands that focus on selling the feeling, rather than just the features of their products or services, enjoy higher levels of customer loyalty, more positive word-of-mouth, and ultimately, more sales.


In conclusion, selling the feeling that your product or service gives the customer is a smart and effective way to differentiate your brand and create a strong emotional connection with your target audience.


By focusing on the emotional benefits of your offering, you'll tap into what drives consumer behaviour and ultimately, drive business success. So, ditch the features and start selling the feeling – your customers, and your bottom line, will thank you for it.


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