I had this in my notebook for a long time. I am not sure whether I got it from a book I was reading or from an article in a website. What I am sure though, is that this set of quotations captures what every brand man has to do to win customers.
Tell me what you think.
Don’t sell me clothes,
Sell me sharp appearance, style and attractiveness.
Don’t sell me insurance.
Sell me peace of mind and a great future for my family.
Don’t sell me a house.
Sell me comfort, contentment, investment and pride of ownership.
Don’t sell me books.
Sell me pleasant hours and profits of knowledge.
Don’t sell me toys.
Sell my children happy moments.
Sell good feelings, self-respect, happiness and solutions to my life’s problems.
– Michael LeBoeuf in “How to win customers and Keep Them for Life”
Do you agree? Why?