When the lottery wants to boost ticket sales, they don’t raise the odds. They raise the jackpot.
Because people don’t buy odds, they buy dreams.
HERE’S A LIST OF THINGS THAT PEOPLE DON’T WANT:
- Eight modules
- Sixty minutes of your time
- A course
- A video series
- A PDF
- Unlimited access
- An elephant (just kidding, I definitely want an elephant)
HERE'S WHAT PEOPLE DO WANT:
In other words, they want to feel something.
Tamara Mellon, the founder of Jimmy Choo, is someone who’s done this brilliantly. She’s not advertising shoes, nor heels, nor cool designs.
She’s advertising sharp-toothed maverick grit.
A far cry from:
- Lace-up strap closure
- Synthetic lining
- Lightly padded footbed
- 4″ covered stiletto heel
- Textile-flocked synthetic sole
- Item # 522833
Those may be relevant details, but that’s not why anyone buys a shoe.
They buy because of the story they tell themselves about the person they’ll be when they wear it.
That story? That’s the real product.
Everything else is just a vehicle to from A to B.