Why do people buy expensive iPads when there are better alternatives out there for cheaper? Why do they buy expensive clothes, or jewellery, or shoes, or anything for that matter, when there’s always something cheaper.
Most importantly, and this is something you probably ask yourself, why do they buy your products when there are more affordable alternatives. And there always are.
It’s not because yours is the best ever product. Everyone claims to sell the best.
No, the truth is customers aren’t really buying your products. They’re buying the stories and emotions that come with it. They’re buying the looks they get when they wear your diamond earrings. They’re buying the compliments they get when they wear your Italian suit. They’re buying the comfort that they feel when they run in your shoes. They’re buying the excitement that comes with bringing friends together and watching the game on your 100″ flat screen TV.
