In the business of relationships, we’re as much consumers as we are the product.
As consumers we skim, pick an option, try it for a week, maybe a month, return it and keep shopping. But as products, what features do we posses?
Do we stand out of shelves as much as we’d like to believe?
If I were to invest my time to acquire you, would I be satisfied with what I’d get? Are you worth my commitment? How different would you be from the other failed products I found myself with?
If your answer to these questions is features, then you’re halfway there.
Yes, it helps to have great features. A great smile, a career, those hips, a patient nature, it helps to have them. But if that alone was enough, then there wouldn’t be so many ‘great’ products without buyers.
Have you ever felt like you had it all, yet didn’t understand how come no one seemed to want you? I once did. But like you, it was because I ignored one of the key secrets to most purchase decisions.
People buy dreams quicker than they buy facts.
Here are some facts: We all know how to dress. There are already thousands of bearded guys. That skirt is not unique. And neither are your body parts. Simply put, features are cheap. Dreams are not.
That’s why instead of selling a 32MB music player, Steve Jobs sold you A 1000 songs in your pocket.
That approach is the same you have to try next time you ‘sell’ yourself to a potential mate, a committee or business partner.
- How would their world be improved if they had you? Sell that.
- How would it feel to be with you? Sell that.
- How do those features that everyone else has, provide a different experience in your case? Sell that.
And as with every sale process, it may be wise not to give up the full experience before the final purchase.
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A Few Application Examples
- Rather than telling your lady friend you run a business, pick her brain about an actual business decision.
- Instead of telling that committee you could do the job, come with a full tentative plan ready.
Given that you know your life better than I do, I am sure you will know how to apply this principle.
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Why Does This Approach Work?
Because our strongest opinion of people and products is more dictated by our experience of them, than by their features.
Don’t believe me?
How many keys are on your keyboard? How thick are the dents on your zip? Although features are important, it’s the experience of how they feel that matters most.
That’s why being great might not be enough to land you a new relationship.
Sell the experience. You could be the ugly guy who got the cute girl, the peasant girl the prince fell in love with, or the farm boy who became president.
What experience are you selling?
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Do not stop developing yourself. Those features are the building blocks of the experience you will sell.
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A Closing Quote
If you wish to be remembered, go the extra mile. It is never crowded.
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Difference – by Bernadette Jiwa
The Fortune Cookie Principle : The 20 Keys to a Great Brand Story – by Bernadette Jiwa
How to Love – by Thich Nhat Hanh
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