While benefits & features can offer excellent reasons to make people buy a product, they’re not what makes us use our credit card to acquire it.
When was the last time you were checking on an Apple product for weeks or months before pulling the trigger? Reading about it? Watching the many A/B tests about it on Youtube?
There are a thousand good (or bad) reasons to buy an iPad or a MacBook.
The resale value.
The OS.
The retina screen.
The sound of the keyboard.
The status of owning it.
The feeling of aluminum under fingers.
When I’m going for a Cupertino product, I know what’s inside.
I know what to expect: it’s all about the incredible experience of using a comfy yet stylish device to chase information over the web, build content & learn new skills.
We’re always buying an aftertaste, not benefits and features.
And we’re buying THIS aftertaste because somewhere, a team of marketers was influencing the product’s perception from one end to the other.
There’s always a story behind a purchase, and this story is always related to perception.
As marketers, we have a major superpower: tt lies in changing and influencing perception.
Driving attention, building funnels, or helping to improve a call-to-action is just a result among others that was fueled by influencing attention.
And it will always be.