People don’t buy products, they buy experiences or values or lifestyles. They purchase what the item represents, not what it is. They’ll buy a BMW because it represents luxury, or maybe because it is luxurious and they value that type of lifestyle. Whatever the product is, they’re purchasing it because it fits into a larger personal ideal they have.

If you’re selling your product as is, without understand the larger value behind it, you’re selling yourself short. You’re only touching on the surface values of your product and losing out on all the emotion and larger picture reasons. Which exist whether you conciously acknowlege them or not.

GoPro does an amazing job of selling a lifestyle, not their product. Their product merely fits into the lifestyle. Take a look at their latest ad and think about how it makes you feel.

What lifestyle or value does your product or service represent?