fbpx
Search
Close this search box.

The difference between what people buy and what they want

Many people tend to think about marketing as the art of making people want something.

I find it much more useful to think about marketing as the art of making people see something.

It turns out that to change what people want is quite difficult most of the time. But we often confuse the things that people buy with the things that people want. They are often not the same thing.

People buy a piece of software but what they want might be peace of mind (e.g. because these people are not in the “figuring out software” business but in logistics). So, if your piece of software really does spare your customer the hassle, then all you need to do is to make them see how.

When the thing you make attaches to what people want and when your communication makes them see how, then marketing becomes a lot easier than to start on a mission to change what your customer wants.

Get Daily Insights on The Art of Communicating for Free

Read More

No weaknesses

Pretending to have no weaknesses is a rookie move. In the professional world, we respect businesses that recognize their limits and embrace them. B.B. King,

Read »

Mastering complexity

If you are passionate about what you do, there will always be more interesting things to say than time to say them. But what to

Read »

Daily insights on
The Art of Communicating

Find the right words and
make a bigger impact!!
You can opt-out any time but I think you’ll really like what you get. Please see my privacy terms.