What it is that people really buy
That’s an easy one, isn’t it? Suppose you're going on holiday; you might buy a suitcase, some new clothes, some suntan lotion, a pair of sunglasses and a rail ticket. On the surface of it nothing could be more straightforward, but let’s just take a closer look:
| Goods | A solution to a problem | Something to make me feel good |
|---|---|---|
| Suitcase | Safe transport for my new clothes | Attractive luggage |
| New clothes | Appropriate clothing | Comfort, style and attractiveness |
| Suntan lotion | Freedom from burning in the sun | A nice golden tan |
| Sunglasses | The ability to see when the sun is bright | Style and attractiveness |
| Rail ticket | A safe arrival at my holiday destination | A comfortable journey without worries |
So you can see, no-one really hands over their hard earned cash for goods; what people buy are solutions to problems and good feelings.1
1Michael LeBoeuf, 'How to Win Customers and Keep Them for Life', Judy Piatkus (Publishing) Ltd, 1987.
