People don’t buy products, they buy
benefits that will improve their lives.
Sell the benefit behind every new product or feature – and be very clear
Steve Jobs was selling dreams and
emotional benefits, not products. He
didn’t sell computers. He was selling the promise of a better world.
"Why get a new PC and just upgrade your computer, when you can get a Mac and
upgrade your entire computer experience?“ says Apple website and features
the list “10 Reasons Why You’ll Love a Mac.”
When Jobs introduced the iPod, he didn’t see it as a music player, he saw it
as a tool to fill people’s lives with music. He was driven by a messianic
zeal to create new great experiences and help people stretch imagination.
emotion are powerful ways to
motivate others. Jobs’ passion and a sense of purpose far beyond the
actual product set him and his company apart.