Once Max Factor was asked a question about his cosmetic business and he told the interviewer …
So let me ask you? What are you selling – cosmetics or hope?
The difference is the feeling.
It’s said that people buy emotionally and then use rational arguments to justify the decision they’ve already made.
Is your marketing tapping into that emotion, painting a picture of possibilities and speaking to their dream.
Help them look deeper into the future. Once their journey with you is complete, what do they want things to be like? How will things be different? How will they feel?
In marketing this is called “future pacing”.
Help them to imagine what’s possible beyond their current reality.
Using pictures is an incredibly powerful way to do this, because pictures don’t “tell” people what to think. They present an image, an idea and more powerful than that – they evoke emotion.