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You don't sell a product, you sell everything that goes into it
how top brands go deeper than just promoting products
Selling a product is boring.
It’s what advertisers do when they don’t really understand the brand or the audience. they don’t understand people’s challenges, their hopes, or what triggers them to take an action subconsciously.
They’re too blinded by their own greed to care about all that. that kind of stuff takes time to research and build any type of connection with people.
They think people are just going to see the product once and buy instantly.
But you don’t just want them to buy because they want to try your product, you want them to “buy into” what you offer so they can buy again, and again, and again.
You want to sell your purpose that goes deeper than just a product. Sell your story, your epiphanies, your originality, your behind-the-scenes, your relatability, and your dream of a better life.
Tesla doesn’t sell electric cars, they sell hope for a sustainable future. Elon explains his struggles in the early days of starting the company and why he devotes his entire life to it. he shows his personality on twitter to become more likeable or polarizing.
Nike doesn’t just sell shoes, they make people feel like better athletes when they have their gear on. Their ads barely ever mention their products, instead they’re focused on the athlete’s come up and the struggles they faced before their glory, letting you know that greatness is within you also.
This ad even highlights lebron’s failures after he lost in the 2015 finals (only because kevin love and kyrie irving got injured).
Most people that buy tesla’s or nike products stay loyal to the brand. They don’t see themselves ever going back to their old ways of purchasing.
The nike swoosh isn’t worth much, but what it represents is priceless. It inspires ambition in people, no matter who they are or what they’re capable of.
If you want brand loyalty like that, your purpose needs to go beyond just profit.
“People will do anything for those who encourage their dreams, justify their failures, kill their fears, confirm their suspicions, and stand against their enemies.” - Blair Warren
So just do it, but dont be boring.
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