“In our factory, we make lipstick. In our advertising, we sell hope.” – Peter Nivio Zarlenga

You don’t deliver a product. You don’t deliver a service.
“In our factory, we make lipstick. In our advertising, we sell hope.” – Peter Nivio Zarlenga

When you’re trying to sell your product or service, always remember this.

You don’t deliver a product. You don’t deliver a service.

You deliver a benefit.

Yes, your product has features. It does stuff. It has certain characteristics.

But we don’t buy products for what they are. We buy them for what they do for us.

I don’t buy a Volvo because of its oncoming lane mitigation feature. I buy it because it keeps me safe.

I might buy a Jaguar because it makes me feel successful.

I buy Lucozade to make me better at sport. Or just to make me better.

What is it that you sell that makes a difference to someone’s life?

What is it?

How do you help people? What benefit will they get?

And why should they choose your product or service over the others available to them?

That’s what you need to understand.

Features are meaningless.

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