by Josh Amidon

Create all the fancy marketing materials, websites, and sales presentations you want, but if you can’t answer this question you’re dead in the water…

So what’s the question? What is it that you really sell?

I know, I know, you thought it was going to be a tough one, right?

See, because you sell insurance, or financial services, or duct cleaning, or tax preparation. Right? No, wrong.

I probably don’t even know you and I can tell you what you sell. You sell what the client thinks they are getting when they buy from you.

“But Josh, I sell insurance” – trust me, your customers are not buying insurance. They are buying peace of mind or pride or greed or safety. And THAT is what you need to sell.

Go to work on figuring out what your clients really get from your products or services and you will be miles ahead. Remember, your marketing campaigns should always be selling an emotion – not a product!

Here’s a really bad example, but one that will make sense. Alcohol companies don’t hook us by talking about low cost or great taste. No, they’ve got commercials where impossibly good looking models have the night of their lives, in the trendiest bar/club on the planet. Anyone who’s ever stepped foot into a bar knows those commercials are incredibly unrealistic, but yet we fall for it. EVERY. SINGLE. TIME.   

How does your product make your buyer feel cool, needed, sexy, in-control, smarter, thinner, better looking, more appreciated?

P.S – if anyone knows where that bar is from the beer commercials, drop me a line or 315-258-8780.