27+ Years
Business Development
Over $195 Million
Generated for Clients
36 Industries
Experience
Contact
Reputation Management

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 the way it tastes, but if that were the only reason, the price would be similar to McDonalds 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 helps Residential Treatment Centers, Boarding Schools, and Troubled Teen Programs attract more qualified leads, convert them into paying clients and deliver a better product by doing more of what works and less of chasing shiny objects. Dane works with owners and executives who are tired of relegating the lifeblood of their business - their marketing and sales flow to 3rd party geeks and charlatans.

About Me

About Me
I am a former owner and founder of an Anti-Terrorist, Cargo Tracking Software company for airlines.

I have spent my career leveraging marketing, technology & psychologyto promote high-end services.

For the last 13 years I have focused my work on Business Development for Residential Treatment Centers, and Global Product Development.

Essential Books

80/20 Sales and Marketing Book Cover
80/20 Sales and Marketing
August 3, 2019
Trust Me I'm Lying Book Cover
Trust Me I’m Lying – Confessions of a Media Manipulator
July 30, 2019
Blue Ocean Strategy Book Cover
Blue Ocean Strategy
June 6, 2019

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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