When the lottery wants to drum up business, they don’t raise the odds. They raise the jackpot.
Why? Because people don’t buy odds. They buy fantasies. They buy the ability to get drunk on a dream. Which, of course, goes back that old hat argument of emotion versus logic. Time and time again, this has proven true. We buy feelings, not things.
Here’s a list of things that people don’t want:
- 100+ pages
- Eight modules
- Sixty minutes of your time
- A website
- A new purse
- All meals included
- A course
But you know what people do want?
In other words, feelings.
Tamara Mellon (the founder of Jimmy Choo) is someone who’s doing this brilliantly right now. She’s not advertising shoes, nor heels, nor cool designs. She’s advertising female fuck yeah.
The story you tell about your product is always more important than the product itself.