People don’t buy a product. They buy what that product can do for them. We were reminded of this when we read the following quote by Charles Revson, the founder of cosmetics giant, Revlon. He said: “In the factory, we make cosmetics. In the drugstore, we sell hope.”
This example was used recently in a conversation with a friend. We were explaining why a company that sells the benefits of its products (in this case, hope) will always be more successful than one that sells features.