A chimney cleaning service contacted past clients for stories about their fireplace moments. The lesson: people don't buy the service, they buy the feeling it creates. You can do the same with your customers to find the emotional benefit that actually sells.
So here's what we did. We used the power of names. You can do the same. Or a variant of this. We reached out to every past client that these chimney cleaners had, and we started collecting stories. We reached out and said, we want to hear stories about your experiences in front of the fireplace. Now, remember this. Your customers never buy the product or service you provide. They buy the benefit it derives.
