"they want what it will do for them"

"People don’t want what you make; they want what it will do for them. They want the way it will make them feel. And there aren’t that many feelings to choose from.
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In essence, most marketers deliver the same feelings. We just do it in different ways, with different services, products, and stories. And we do it for different people in different moments.
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If you can bring someone belonging, connection, peace of mind, status, or one of the other most desired emotions, you’ve done something worthwhile. The thing you sell is simply a road to achieve those emotions, and we let everyone down when we focus on the tactics, not the outcomes. Who’s it for? and What’s it for? are the two questions that guide all of our decisions.
The good news is that we don’t need to rely on the shiniest, latest digital media shortcut — we have even more powerful, nuanced, and timeless tools at our disposal. We tell stories. Stories that resonate and hold up over time. Stories that are true, because we made them true with our actions and our products and our services."

Trecho retirado de "What Your Dog Knows About Marketing"