People Don’t Buy Stuff
Marketing has become less about the product and more about the consumer. YouTube is all about YOU. Apple’s “I” products say it all. It’s all about YOU-it’s not about ME and my product. It’s all about adding value to your life. Today’s consumer not only wants value, but they also want to buy an idea-a belief-a worldview.
Harley Davidson riders are buying the idea of freedom that is unmistakably American. Is it the best motorcycle on the market? That’s a matter of taste and preference. Harley Davidson represents and symbolizes something well beyond motorcycles.
People Buy Feelings
People don’t buy things-they buy feelings. People buy products for what they represent and how it fits in with their aspirations. How do you feel when you step into a Starbucks to buy a cup of coffee? Do you feel that same way when you step into McDonald’s to buy a cup of coffee? Which coffee is better? That’s a matter of taste and preference. Which business has a message that resonates with you?
Be a Great Leader
Companies that focus on aligning their products with a belief, set out to connect with like-minded people. The mission statements below are great examples of industry leaders who lead with belief-making product secondary. These company mission statements don’t even mention the product they sell!
5 Mission Statements
NIKE: To bring inspiration and innovation to every athlete in the world.
STARBUCKS: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
HARLEY DAVIDSON: Live Free[er] All for freedom. Freedom for all.
AMAZON: To be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy.
APPLE: To make a contribution to the world by making tools for the mind that advance humankind
These mission statements are designed to inspire. They are all selling the promise of a better world. Each statement can be broken down even further to get to reveal the true essence of these companies.
- Nike sells inspiration
- Starbucks sells community
- Harley Davidson sells freedom
- Amazon sells convenience
- Apple sells the future
What do you sell?