Some companies sell products…while some companies sell services.
Some other companies sell neither of these. They sell an experience.
The majority of the things that we buy, we buy because we want them – rather than need them. We buy them because of how we think they will make us feel. Our buying decisions are initially based on an emotion, with the pragmatic argument following behind to allow ourselves to justify the purchase.
Stop selling the product, or the service. Sell the experience.