Suddenly, the message: “Share the Fantasy. Chanel.” Not a word about perfume. That’s the commodity. The commercial is selling the product—fantasy. The commercial is saying, “Buy Chanel and this fantasy can be yours.” What’s your product? What feeling will your customer walk away with? Peace of mind? Order? Power? Love? What is he really buying when he buys from you? The truth is, nobody’s interested in the commodity. People buy feelings.
I sell convenience and peace of mind to sellers. I sell opportunity to buyers.
