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No. 179 / People don't buy what they need

They buy what they want. That’s what every good marketer knows.

What people really want is the connection, the emotional attachment they get when they buy something they love. They want the added bonus of being part of a unique tribe that shares their passion. 

People respond to good storytelling. They buy benefits, not features. They keep coming back when you deliver on the promise you made.  

Marketing isn’t an expense, it’s an investment. An investment in relationships, stories, your product, and your vision. An investment that lives and breathes in the form of pure communication. An investment you can (and should) measure. When it’s looked at as an expense, corners are cut, cheap tactics are implemented, advertisements go up, conversations go down. 

Marketing can help people know what they want. It’s something you can control—if you do it right. Then again, saying something and actually doing it are two completely different things.