Far too many businesses insist on leading with the same BS checklist: better features, lower prices, free trials.
It's as though they think buyers carefully weigh-up the pros and cons of every product in the category, before making a deliberate, labored, conscious buying decision.
But that isn't what happens.
It isn't even close to what happens.
People buy stories. Specifically, they buy stories about who they become after the purchase. Our product may solve a problem, but it's our story that solves the identity crisis.
Customers aren't waiting for better features. They're waiting for a better version of themselves.
The Cognitive Marketer
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