We can’t deny that we buy “things” that make us feel better.

We don’t buy products, we buy solutions. Even the things we “need”, whether they are brand name, bargain or environmentally-friendly, are purchased because on some subconscious level they make us feel good about our choice. In today’s market, we have a tremendous choice between products, but ultimately we buy the brand that makes us feel better about ourselves.

I can’t tell the difference between Coke and Pepsi, but I buy Coke because my Dad did when I was a little kid. Over time, I’ve associated buying this brand of pop with family memories and good experiences.

That’s why we buy expensive clothes, cars, shoes, and highlights for our hair. Our lives were bearable before we bought these products, but somewhere along the way, someone created a “want” that turned into a “need”. Suddenly, we thought that purchasing these things would make us feel better, they did and they became part of our everyday lives.

In his post Do Not Ever Promote Your Products or Services, Ritu Pant of Marketing Hackz says:

Your customers are interested in only two things while purchasing your product or services - Good feelings and solution to the problem. Everything else is secondary to these two elements that customers require.

What solutions are you selling your customers? How are you making them feel better about themselves?

Think of your own reasons for buying products and services. What motivates you to buy? Think of all the reasons that you feel better for purchasing those products.  Now apply that to your own products to set yourself apart from other sellers.

Essentially, customers begin the buying process by looking for a solution to their problem, but their decision to buy will be based on their feelings about you, your sales approach and your company.

Whether you are selling products or education, if you’re not thinking about how it will make your customer feel better about themselves, you’re not selling it.

Pamela Weir is a Marketing Copywriter. If you are looking for a sales writer with experience creating website content, press releases, squeeze pages, and sales pages, please visit her Copywriting Services page for more information.