Brighter Marketing

Seth Godin as a very interesting post on his blog in which he says marketeers sell hope. Which in most cases is absolutely true. There is a famous quote from Elizabeth Arden who said

“I don’t sell cosmetics. I sell hope”

She was spot on, she wasn’t selling pots of anti wrinkle cream or cosmetics, she was selling the hope that their wrinkles would disappear, that they would look like a model if they used her lipstick. They were buying way more than just the actual product, it was the hope that it would make them look good and feel great about themselves.  Just think about the purchases that you make every day and in business. Isn’t there some hope in there? Hope that you will look prestigious as you have just bought a BMW, hope that your marketing will look great because you just hired a new design agency. So think about your products and services and what you are actually selling, you might be surprised.