What Are You Really Selling?

​We've all heard the classic example: a mattress company isn't just selling mattresses. They're selling a good night's sleep. But what about your business? Are you truly tapping into the core value you provide? 

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​When You're Selling a Product

Think beyond the tangible. It's easy to get caught up in the features and benefits of your product, but customers are buying more than just stuff. They're buying a feeling, a transformation, a solution to a problem, their problem.

Example 1: The Mattress Company
They're not just selling springs and foam. They're selling comfort, rest, rejuvenation, and the promise of a good night's sleep. A good mattress is an investment in well-being, not just a place to lay your head.

Example 2: The Coffee Roaster
They're not just selling roasted beans. They're selling the aroma that fills your kitchen, the ritual of the morning, the energy boost to conquer your day, the cozy feeling of connection with friends over a warm cup. They're selling a moment.

​The Takeaway: What emotions does your product evoke? What problem does it solve on a deeper level? Tap into those intangible benefits, and you'll connect with your customers on a much more meaningful level.

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​When You're Selling a Service

Services are even more about the intangible. You're not just executing a task; you're providing expertise, peace of mind, and a solution tailored to your consumer's unique needs.

Example 1: Financial Services
It's not just about balancing the books or managing investments. It's about providing financial clarity that leads to mental clarity, a sense of security that allows the pursue of dreams. It's about building a future, not just crunching numbers.

​Example 2: Technological Services
It's not just about software solutions or coding prowess. It's about streamlining workflows, fostering human connection in a digital world, and empowering businesses to thrive. It's about making technology work for people, not the other way around.

​The Takeaway: What transformation do you provide? What burden do you lift? Focus on the outcome your service delivers, not just the process.

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Identifying your "good mattress" and your "good night's sleep" will enable you to better craft your message to effectively reach and resonate with consumer. One is not better than the other because consumers value different things.

Share about your business and what you are really selling in the comments.