Aside from the obvious grammatical faux pas, this is a good quote, and one worth remembering.
Advertising is not simply about highlighting what’s great about your product.
Your marketing message needs to make a promise.
A promise about what your product or service will do for your customer.
When your customer buys your product, they’re not buying your product. They’re buying an imagined future.
They’re buying a promise of what life will be like when they’ve bought your product.
How it will improve their life.
They’re not buying a 48-inch HD TV. They’re buying the enjoyment of watching the His Dark Materials box set with all the family.
They’re buying the exhilaration of being completely immersed in the Wimbledon Final or feeling like they’re actually in the audience for Britain’s Got Talent.
People don’t buy features, they buy what those features can do for them.
Don’t talk about what your product does. Talk about what it does for your customer.
