The same is true of your product or service. You may say you’re offering a widget, but don’t believe it. When you’re marketing change, you’re offering a new emotional state
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Nobody needs your product
It doesn’t make sense to say “people need a white leather wallet,” because: People don’t need a wallet. They might want one, but that’s different. People might decide that they want a white leather wallet, but they don’t want it because it’s white or because it’s leather; they want it because of how it will make them feel. That’s what they’re buying: a feeling, not a wallet. Identify that feeling before you spend time making a wallet. Marketers make change. We change people from one emotional state to another.