As the psychological effects of our brains feature more in economics, the notion of selling experiences has caught on considerably. The title of this post may seem dramatic, but it is true, whether you have understood it or not.
When was the last time you bought a product for the sake of the product itself. Most likely, the answer is never. Our reason to buy is rarely about the product itself, but because we have some perceived need that we want to satisfy.
In the context of marketing, this is extremely important to realize. Let’s illustrate this with an example: Buying a car.
Why do you buy a car?
You don’t buy a car just because they have X horsepowers. You also don’t buy a car just because it looks nice. You buy a car because you have a need to get from A to B, or, in terms of a sports car, a desire to have an experience or signal something.
In the decision making process, the specs may definitely play a vital role in differentiating between different options. But ultimately you will be choosing the car that resonates the best with your vision or how you will be using your car.
Showcase the Experience
Apple are excellent when it comes to this. When you look at their marketing pages for their products the specs are put away to the side. Highlighted are gorgeous examples of how you would be using your new computer. In the process, you have already decided.
What your take away from this should be is to appeal to users in a more emotional way, and highlighting the experience. Technical specs won’t be going anywhere, and they are to some extent highly important. However, you will sell more to your average customer if you make it all about their future happy experience with your product or service.