What We’re Really Selling

People don’t buy the thing. They buy the feeling. The story. The outcome. The shift. And if you’re not showing them that, they’ll walk away.

You can have the best product in the world, but if no one understands the value beyond the product, you’re not selling. You’re just listing features and hoping someone cares.

People Buy from People, Still

This old truth still holds. We trust people. We trust stories. We trust the recommendation from a friend or that thing we saw someone rave about online. It’s connection, not conversion, that drives a sale.

It’s About the Impact

Take the BFI menu. I popped in for lunch after doing at talk at Somerset House for a networking led by Creative United; they invited me to speak about the importance of brand story. And here was a perfect example just starting right at me. The food’s good, sure. But what caught my eye was the note about where the money goes – supporting emerging talent in film. Suddenly the sandwich means something. You're not just having lunch, you’re backing the future of storytelling.

That’s the kind of value that sticks. That makes people choose you over the next person.

Show the Bigger Picture

You’re not just offering a product or a service. You’re inviting someone into a story. So make it a good one. One with meaning. One that shows the difference they’re making by choosing you. Want to figure out what your value is beyond the product or sevice?