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People don't want your product

People Don’t Want to Buy Your Product or Service

One of the most difficult things for business owners to get a handle on is the true perspective of the needs and desires of their clients or customers.  Because we spend so much time working on, perfecting, and promoting our products or services – over time, we get caught up in how awesome our product is rather than how awesome the client will be once he’s used it.

All marketing communications should focus on showing the prospect the better version of himself he secretly desires.

Instead of talking about the specs, features, details, delivery, etc. of the product, you should paint a picture of how those specs and features will give them the outcome they want – from using your product or service.

Most successful high-end products are marketed this way.  Those who market these products understand that if they can tap into how a person will feel after or while using the product, the price becomes a secondary consideration.

If they instead focus on specs and features alone, their product becomes a commodity, and the price becomes the main consideration.

Take a simple, high-end product like Starbucks coffee—of course, people like how it tastes, but if that were the only reason, the price would be similar to McDonald’s or Dunkin Doughnuts coffee.

Because Starbucks offers the buyer a way to feel better, look better, or fit in – they can charge a premium for what has been historically nearly a free product.

People don’t want to buy your product; they want to buy a better version of themselves.

About the author

Dane Shakespear rebuilds, repairs, rebrands, and repositions businesses, products, and services—and positions them as market leaders. He helps business owners and executives outthink, outmaneuver, out-position, and outperform their competitors—making their brand and message tight, clear, and deeply differentiated so they stand out, get noticed, and take the lead.

Essential Books

80/20 Sales and Marketing Book Cover
80/20 Sales and Marketing
January 28, 2025
Trust Me I'm Lying Book Cover
Trust Me I’m Lying – Confessions of a Media Manipulator
February 15, 2025
Blue Ocean Strategy Book Cover
Blue Ocean Strategy
February 26, 2025

What They Say

“He rebranded our company, fixed our marketing, and got us noticed and absorbed by an Italian manufacturer. He knows his stuff.”
– Ray Lopez, Blackhawk Armory


“As a direct result of Dane’s insights and intuition we are generating an additional $350,000 per year that we would have never seen.” – Joel Bauer


“I’ve worked Dane on several of my projects over the past 15 years and can confidently say he knows how to compete in tough markets.” – Martin Howey


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