Reader, Is what you "make" and what you "sell" the same? 🤔

You see all companies offer something to their customers - it could be a service or a product. Typically, we expect that what is being offered is what is marketed too. You make cakes, you market cakes. You own a vegetable shop, you market vegetables.

The problem in this structure is that we are almost always not the only ones making that offer to our customers. We all have competition. Of course, we have some features better than them and we communicate that in our marketing efforts. The key question to ask though is - should we be "selling" exactly what we "make"?

So how do we address this?

I had a lot of fun exploring this topic. You can find the entire article here: Article Link. Do give me a shout out on Twitter, if you like it 😃

To whet your appetite for the article, here's my answer: it depends and I've learnt that many times they aren't the same. I really believe that it is a very important distinction as it affects:

• the way we build our product
• the culture we develop within the team
• the conversations with customers
• our communication on social media, etc.

In the article, I illustrate my point through two examples:

• My wife's role at a Real Estate Consulting Firm
• The very popular HEY Email

To sign off on the email: there is no point in just selling your features if that's not what your customer wants to hear. We need to remember that:

👟 Nike doesn't sell shoes, it sells aspirations.

💁🏽 L'Oreal doesn't sell cosmetic products, it sells self-respect.

✂️ Gillette doesn't sell razors, it sells confidence.


What did you think about this article? Hit reply or share your thoughts on Twitter! I will be waiting :)

Thanks,
Karthik

P.S. Please consider forwarding this to a friend! It would mean a lot to me. Were you forwarded this email? You can subscribe to the newsletter by clicking here.