We Don’t Buy Products. We Buy Descriptions of Products.
Words are our most powerful assets
Picture this: you’re scrolling through your favourite online store.
Not because you need anything, but because browsing is the new window-shopping for the digital age.
You stumble upon a product, and before you know it, you’re not just interested, you’re hooked.
A question reeled you in — “Want comfortable shoes that are still stylish? Want more TV shows with more paying for more subscriptions? Want a low effort way to get a 6 pack?”
The problem seems to speak to you directly. You want the solution.
This phenomenon is perfectly encapsulated by a quote that’s been floating around the marketing world:
“We don’t buy products. We buy descriptions of products.”
The Weight of Words
In an era where options are endless and attention spans are shorter than a goldfish’s, the way we talk about a product can be the difference between it gathering dust on a virtual shelf or becoming the next big thing.
It’s a game-changer, a rule that every marketer, entrepreneur, and dreamer should have tattooed on their brain: it’s not about what you’re selling; it’s about how you…
