Interestingly what people pay you for is often wildly different from why they pay you for it.
Many businesses still believe the what matters.
They take out ads featuring shots of the what in use. They talk about the functions and features. They share every detail about the product so you’re completely informed (and hopefully persuaded to pay them for it).
Little of it resonates unless a consumer is in need of one particular screw for her DIY bench.
Yet, even then, is it a screw she wants or the relief in knowing she’s almost finished?
When in doubt, confirm that the why trumps the what.
Talk less about the richness of your custard and more about the deserved feeling of treating oneself.
Take out fewer ads that showcase the design of a hammer and creatively show how a father feels when his kid wants to give it a swing or his wife appreciates his handyman-ness.
It’s becoming ever more rare to get paid for the what. Why wait around until it’s extinct?
Stay Positive & The Why Is The Only Reason The What Matters (HT to Dave)
Photo credit
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