Selling a Feeling

What will stick with your customers is not what you sell, but how you make them feel.

"Selling a feeling" is one of the fashion industry's great 'buzz terms'.

Like a buzz word, but longer.

Unfortunately, a term used so frequently

by so many different types of brands

can start to lose it's meaning.

So, here's my working definition:

When I say selling a "feeling", what I really mean is...

selling the idea of being a part of something bigger than yourself.

A collective culture, a just cause, or a community, for example.

Because being apart of something bigger than ourselves is when we feel.

It's bigger than a sale.

It goes beyond customer satisfaction.

And the feeling is given meaning by the collective.

In other words, a community is not only necessary to sell to a feeling.

It's REQUIRED.

Here's the thing:

Only until we define WHO the community is

and WHAT they stand for

can we truly start to sell a feeling.

Because it's no good selling something you can't define.

See if this helps:

Who is your community? What do they stand for bigger than themselves?

Hit reply and share your thoughts.

Truly,

Elijah