What’s the Idea Behind What You’re Selling?


Most purchases are not based on the features of a product but more on the idea of what it could potentially provide.

Take for example the Timex watch slogan from the 1990’s (originally from the 50s and 60s but those predate me by decades!) “Takes a licking and keeps on ticking”. Timex was not selling the features of the watch, but the idea that the watch was indestructible!

Wheaties sold you the idea that you could be an Olympian by eating the “Breakfast of Champions”.

Nike sold you the idea that you could just do anything with their “Just Do It” slogan.

The point is, there is always an idea being sold to the customer. There’s always a story the customer is telling herself. Your job is to find that story and sell the idea of that story!

What’s the idea behind the product or service you’re selling?

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