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What are you really selling?
 
Hint it isn’t what you think.
 
You’re never selling your thing.
 
You are always selling what getting your thing means for the client.
 
It must mean more of something they want or less of something they don’t.
 
The most common things people want more of are:
 
Health
Money
S.x
Time
Status
Happiness
 
The most common things people want less of are:
 
Pain
Stress
Relationship problems
Meaningless work
 
Now there are variations on these, but these are the big ones.
 
So, when you’re thinking about how to market what you’ve got, you must know which of these you help with.
 
To take your marketing to an even higher level consider how these make your clients feel. It’s feelings that we’re ultimately buying.
 
If you can get people to associate buying your thing with feeling great, then you’re onto a winning marketing campaign.