People Don’t Buy a Product; They Buy What it Does

Learn to market what your product does for your customers rather than what it is. No one buys a Coca-Cola; they buy the refreshing feeling they get when they drink a cold one on a hot summer’s day. People buy Oreo cookies for the experience of eating them (twist off the top, lick the inside first). No one buys a “theme park”; they buy a fun-filled day of excitement with family or friends.

What does your product DO for people?

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1 Response to “People Don’t Buy a Product; They Buy What it Does”


  1. 1 Dennis Snow November 5, 2009 at 2:01 am

    Jim,

    I spent 20 years working at Walt Disney World, including time with Disney University. We stressed your point to every new cast member joining the company. “We’re not selling rides, we’re creating happiness.” Amusement park rides are a commodity, great experiences (creating happiness in Disney’s case) are rare and create intense loyalty.

    Dennis Snow


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