People don’t buy things. They buy feelings.
We all have a story we tell ourselves that make us choose a product or a service instead of another.
Our “reason” to buy is always an emotional, intangible one. It fits within a story, an internal narrative.
There are always tangible, external benefits that you can talk about, but the most powerful ones are intangible, internal.
Great brands (big and small) fill the blanks in people’s narrative.
And the only way to do that is knowing what people want.
Listen to people!