2 Secrets to Sell Anything: Carrots vs. Boobs

Question: What do toddlers have to do with marketing? Answer: Everything! Slice it any way you want, the most basic principle of sales is simple: people don’t buy products, they buy… Promises Experiences Stories Copywriting guru Robert W. Bly describes the fundamental difference between good copywriting and bad copywriting as features versus benefits. People don’t buy features. People buy benefits. Like the old adage goes: you don’t sell the drill; you sell the hole. Or, perhaps better, you sell the happiness your prospect’s family will feel when they see the shinny new photo of themselves hanging on the wall. In other words, people don’t buy with their heads. They buy with their hearts. Bernadette Jiwa over at The Story of Telling puts it like this: Medicine doesn’t sell cures, it sells trust. The lottery sells hope (it might be you) and many brands sell a promise of a better version of ourselves. Tiffany sells mattering, BootsnAll sells non-conformist adventure, Facebook sells belonging and Wholefoods sells nurturing and self-love. You are not selling coffee,concert tickets, books, lipstick, yogurt, entertainment or information. You’re selling a story. It’s never been more important to know which one. So, what’s all this got to do with toddlers? Dr. Harvey Karp of The Happiest Baby on …

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