Sell the dream, Not the product
Published: 2nd March 2025
Read time: 1 min
Companies generally fail with their marketing because they try to sell the product when in fact, they should be selling the outcome that product grants, the problem it solves.
Let's say you're selling shoes.
It's more enticing to the customer if they're presented with "there's never been a more comfortable, stylish way to get from point
A to point B, then with the new 'Shoe name'" then "Our new 'Shoe name' is more comfortable and stylish then other shoes".
You're painting a picture in the customers head that's making them think "hmm more comfortable you say? They are pretty stylish. I want a pair" rather than just telling them that this shoe is more comfortable and stylish, "meh, the shoes I'm wearing are just fine".
The dream State
By selling the dream you're putting the customer in a much more positive headspace rather which will get them more excited about your product which is far more likely to entice them to buy it on impulse, which is over 50% of all purchases on average.
In fact a study done by a reputable research company found that organisations that prioritised selling items through excitement about a product were 90% more likely to buy it over the ones made to feel more sceptical.
Social media is a good indicator of this, people these days only have a short attention span before they get bored and move on, so you need to be able to capture their focus and hold it long enough for them to want to click and direct them to your product/service.
This is also why you need to get to the benefit of the product as soon and as direct as possible. If you waffle on, the focus on the dream will diminish and they will lose interest.
Once the customer loses focus, it's too late. They've already moved on.
You don't want that, so keep them engaged, keep them dreaming until the purchase is complete.
Sell the dream, not the product.
- Brandon