{"id":18060,"date":"2013-03-19T08:09:05","date_gmt":"2013-03-19T15:09:05","guid":{"rendered":"https:\/\/blogs.adobe.com\/jnack\/?p=8801"},"modified":"2021-12-14T21:52:11","modified_gmt":"2021-12-15T05:52:11","slug":"you-are-selling-people-themselves","status":"publish","type":"post","link":"http:\/\/jnack.com\/blog\/2013\/03\/19\/you-are-selling-people-themselves\/","title":{"rendered":"&quot;You are selling people *themselves*&quot;"},"content":{"rendered":"<p>Apropos of the &#8220;<a href=\"http:\/\/blogs.adobe.com\/jnack\/2013\/02\/of-drills-holes.html\">holes-not-drills<\/a>&#8221; example (focusing on customer goals), I liked this bit of advice from <a href=\"http:\/\/copyhackers.com\">CopyHackers.com<\/a>. It meshes exactly with what I say about Instagram, Paper, and other apps making people <em>look cool<\/em> and even <em>feel loved<\/em>. And it reminds me of the coarse but candid promise I heard back when my team was building the Gucci.com Web site: &#8220;This shirt will get you laid.&#8221;<\/p>\n<blockquote><p>You are not selling a <em>product<\/em>&#8230;<\/p>\n<p>&#8230;You are selling every visitor to your site the chance to see a better reflection in the mirror.<\/p>\n<p>Don&#8217;t believe me?<\/p>\n<ul>\n<li><strong>Apple<\/strong> isn&#8217;t selling me an iPod. They&#8217;re selling me a happier, cooler version of myself.<\/li>\n<li><strong>SalesForce<\/strong> isn&#8217;t selling me a CRM. They&#8217;re selling me a more organized, more professional version of myself. They&#8217;re selling me a future of profiting from well-managed relationships, which is what I want.<\/li>\n<li><strong>DonorsChoose<\/strong> isn&#8217;t &#8220;selling&#8221; me a way to support schools. They&#8217;re selling me a more giving, more community-minded version of myself. They&#8217;re selling me the chance to influence the next generation, which is what I want.<\/li>\n<\/ul>\n<\/blockquote>\n<p>What aspiration does your product address?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Apropos of the &#8220;holes-not-drills&#8221; example (focusing on customer goals), I liked this bit of advice from CopyHackers.com. It meshes exactly with what I say about Instagram, Paper, and other apps making people look cool and even feel loved. And it reminds me of the coarse but candid promise I heard back when my team was [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[5,57],"tags":[],"_links":{"self":[{"href":"http:\/\/jnack.com\/blog\/wp-json\/wp\/v2\/posts\/18060"}],"collection":[{"href":"http:\/\/jnack.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/jnack.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/jnack.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/jnack.com\/blog\/wp-json\/wp\/v2\/comments?post=18060"}],"version-history":[{"count":1,"href":"http:\/\/jnack.com\/blog\/wp-json\/wp\/v2\/posts\/18060\/revisions"}],"predecessor-version":[{"id":18873,"href":"http:\/\/jnack.com\/blog\/wp-json\/wp\/v2\/posts\/18060\/revisions\/18873"}],"wp:attachment":[{"href":"http:\/\/jnack.com\/blog\/wp-json\/wp\/v2\/media?parent=18060"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/jnack.com\/blog\/wp-json\/wp\/v2\/categories?post=18060"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/jnack.com\/blog\/wp-json\/wp\/v2\/tags?post=18060"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}