You can talk about what a product or service does, or you can talk about how the product/service makes the buyer feel.
Most companies talk objectively. “This is what we’re selling. It does X, Y and Z. It costs this much. It comes in these sizes/colors/whatever. How many do you want?”
Other companies, in contrast, talk about the feeling of owning said product or service – and they back it up in their communication.
Take a look at the image below (you can click on it to make it open larger in a new window, if you like). It’s a screenshot from Apple’s website. It’s the way that Apple want you to see their MacBook Air laptop computer. If you can’t see the image below, you can click here.
Now, take a look at the image below – again, you can click on it to enlarge it. Don’t just compare the design of the page, but consider the tone of the text. Again, if you cannot see the image below you can click here.
As a comparison, this is a screenshot from HP’s website. It’s how you go about configuring and purchasing an HP laptop computer from their online store.
Two totally different ways of selling a laptop computer. But with Apple just posting their biggest quarter ever (Apple sold more iPads alone than HP sold PCs), it seems that marketing a product beats selling one hands-down.
Are You Marketing, or Just Selling?How is your business promoting its value offering? Are you still talking about bits and bytes? About acronyms, minutiae and and techno-jargon that no-one but you and your staff care about?
Or are you selling the experience?