Let’s be real: no one’s out here scrolling Instagram or TikTok, hoping to see your product. People don’t care about what you’re selling, they care about why it matters to them. They’re not buying a gym membership; they’re buying the confidence to rock their favorite outfit. They’re not buying a coffee machine; they’re buying the perfect start to their morning.
When you are presenting your product, idea, service, whatever (You name it!), do not just focus on features.
It is my own approach, I tell a story where the customer is the hero and our marketing strategy is their secret weapon.
Guess what?
Almost always it works!
Marketing isn’t about selling. It’s about connecting.
Think about it: why show off a product when you can show off the vibes it creates? Nobody wants to hear a sales pitch, but everyone loves a story they can see themselves in.
Here’s the thing: people don’t remember products, but they do remember how those products make them feel. That’s why advertisements focus on your feelings.
I was talking to one of the marketing strategists in La vie en Rose, and she mentioned that we know that our products have high quality, and also our customers are fully aware of that. But when it comes to ad contents, we do not emphasize words such as “high quality”, we use words like “soft”, “cozy” and so on, cause when people read and hear these words, automatically an emotional connection is created and that’s the goal. You can immediately feel something soft.
Can’t you?
So, if you’re diving into marketing (or just trying to convince your friends where to eat), here’s the secret sauce: don’t sell the thing, sell the feeling. Because at the end of the day, people don’t just want a product. They want a result, a vibe, a moment.
That’s why the best brands don’t sell, they inspire.
Think Nike. Are they selling shoes? Nope. They’re selling empowerment. Apple? Creativity.
These brands aren’t shouting, “Buy this!” They’re whispering, “This could be you.”
Make it about them. The freedom, the happiness, the glow-up, they’ll buy that. If you’re diving into marketing or honestly, anything that involves people, remember this: stop
selling stuff and start selling the vibes. Because at the end of the day, people aren’t buying a product. They’re buying a better version of themselves.
Written by: Noorin Jafari
Program: Business Marketing (BMT)