People Don't Buy Products

The one thought that prompted me to start this venture, and changed how I think about marketing, design, everything in general is this:

People don’t buy products; they buy better versions of themselves.

It's a hard thought to grasp when marketing. Your R&D team comes forward with a new feature and everyone is super excited about it. It can do thing A, and it helps with thing B, plus, coupled with thing C it can do thing D! It's simply amazing! But when you tell everyone about it and share it with the world, you get a resounding silence.

In today's fast paced world, no one cares that much about features. It simply takes too much time to piece it together and figure out how it will integrate into the pipeline. What everyone wants to know is how it will actually improve their life. A good example is when Apple release the iPod. Other competitors had already released similar products, but the iPod took the world by storm. Why? Good marketing for one:

 

 
the-ipod.png
sony-walkman-ad

What the heck does 4GB of music mean? The average joe won't know, or what it really means to him. By saying 1,000 songs in your pocket, you're telling the buyer exactly what they get from your product.

It's difficult to tell the two apart though, so here's another way to say it from Jason Fried of 37Signals:

Still not quite sure how to utilize it? UserOnboard.com (I couldn't find who wrote the article) created a Mario inforgraphic to visualize it. It's a great analogy, and sold the idea for me:

gryphon-graphics-supermario
When you’re trying to win customers, are you listing the attributes of the flower or describing how awesome it is to throw fireballs?
— UserOnboard.com