Mario Bros in marketing
The fire flower marketing lesson that many startups, marketers, and salespeople forget.
Below, there’s one of the most important concepts to take into account when copywriting content for a landing page, advertising on any channel, or even selling personally:
What you sell is not the product. You sell what the potential customer is able to do with it.
This concept is super old and taught in sales classes and business school. However, after talking with many founders, marketers, and salespeople, they don’t seem to keep it in mind on a daily basis, so I decided to post this to use it every time I need to remind this to friends with just a link.
This image is also not new at all. In fact, I’ve seen similar images in presentations from 2013. Tobi Lutke (Shopify CEO) also used it on a slide for a Shopify conference I assisted a few years ago in San Francisco in 2016. Regardless, I couldn’t track who to attribute the quote and image after a few minutes on Google. If you know please let me know.
The concept is simple. You don’t sell a video editor, you sell “an amazing video done in minutes”. It’s a solution to the problem of having to create a video. You don’t sell a fancy watch, you’re selling the social status and style that comes with it. You don’t sell a T-shirt with some words printed on it, you’re selling what those words stand for and represent.
It’s an easy concept to understand, but not many people keep it in mind on a daily basis. I hope this post can be a simple reminder to do it! I promise you’ll get better results :)
