Sell the Feeling, not the Product

Don’t sell your product on your website

Sell the feeling it evokes, and the results it provides.

Imagine this scenario: You meet someone new who’s struggling with their energy levels and contemplating ditching coffee. Coincidentally, you faced the same dilemma two years back and switch to Matcha, which transformed your life. You feel more energized, healthier, and overall better.

Now, if you simply tell them, "Hey, try this Matcha, it's on sale," chances are they'll brush it off.

Why? Because there's no connection..

They don't know your journey. They haven't heard about your struggles or your love for Matcha. They can't relate because you haven't shared your story. All they see is another product on another website, being sold with a “free shipping after $50” tagline. No connection, no feeling, no reason to buy.

What they need to see first is a person – you – with a story, selling a product you genuinely believe in. The decision to buy comes after they connect with your story. It's about selling the feeling of what your product can do for them.

Take some time to think about the below questions- it will help you tremendously to begin to unveil that deeper meaning behind your business and enable you to effectively communicate the feeling and results your product offers to your audience

  1. Reflect on Your Personal Story: Reflect on your own journey with the product or service you offer. What led you to create or offer it? How has it impacted your life personally? Consider the emotions you experienced during this journey and how it changed your outlook or situation.

  2. Customer Testimonials and Stories: Dive into your customer testimonials and stories. Look beyond the surface-level feedback about the product's features. Pay attention to the emotions expressed by your customers. What feelings do they associate with using your product? How has it made a difference in their lives?

  3. Conduct Surveys or Interviews: Reach out to your existing customers or target audience through surveys or interviews. Ask open-ended questions about their experiences with your product or service. Probe deeper to uncover the emotions they associate with it and the specific ways it has impacted their lives.

  4. Visualize the Desired Outcome: Close your eyes and visualize the ideal outcome or result that your product or service provides to customers. How does it make them feel? What positive changes does it bring to their life? Use visualization to tap into the emotional core of your offering.

  5. Empathy: Put yourself in your customer’s shoes and consider their pain points, desires, and aspirations. How does your product address these emotional needs? How can you communicate its value in a way that resonates with them on a deeper level?

Your customers aren't just numbers; they're real people with real struggles. They may be stressed, tired, overwhelmed, and possibly feeling alone in their health journey. They may need to know that someone is in their corner, showing them a new way.

Creating that connection on your website is so important. It should be woven into your copy, your brand, the images you use, and even the layout of your checkout page. Every element serves a purpose. Every button, every italicized word, every animation. Your website is the playground to craft a brand experience that fosters human connection and, ultimately, trust. And that trust is what compels them to click that buy button.

Always remember, every sale and order that is placed on your website has a real person behind that screen. The bigger question to ask yourself is, what kind of impact do YOU want to have on their life?

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Who, What, and Why: What do these mean and why are they are important?

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The Power of Authentic Design