Do you research a product a million times before selecting it because you want to make sure you have purchased the correct product? Do you go past page 2 on google?
If you said yes, then you are in the minority.
Most people ignore the specifications of a purchase and look only at the marketing, which is why people still buy macbooks, and the marketing becomes the primary propellant of their choice of purchase. This becomes an issue for many people when they first begin their businesses, because they believe that people will see their superior product and acknowledge it's superiority by purchasing it.
This is referred to as the ENGINEER'S FALLACY in the marketing world. Here's the full definition:
Full Disclaimer: It's known as the Engineer's Fallacy due to the proneness of an Engineer to fall into this belief. It makes sense, considering the number of logic systems that an Engineer deals with everyday that this would be an easy assumption to make.
Basically the fallacy centres around the idea that logic is the primary driver of problem solving. When a customer comes to purchase your goods or service, they are looking to solve a problem, hence, the decision of which provider of that product or service is a part of problem solving. So in marketing, it centres around the fallacy belief that logic is the primary driver of choosing a provider of a product or service.
Because humans aren't based on logic. I don't care what some angry political person typed into twitter, no human on earth runs on facts and logic, they run on feeling.
Want me to prove it?
You eat when you're hungry. Now there is a logical basis for this, you require nutrients and calories to function, sure, but when was the last time you got up and said "it has been 5 hours since my last intake, I must consume"? Probably never. Unless you're really into fitness or something, you eat when you feel hungry. Simple as that.
Humans always run on feelings such as this, and sometimes we choose to look at what is the logical option, but feeling still drives everything we do.
It's because of this that marketing campaigns centred around how much better something is, are often fruitless, and when they do work, they come with a beautiful photo of the product or service that makes people think "that would be nice". And that's what you really need to sell.
Don Draper from MadMen was not a good person, but he does have a quote that exemplifies what I'm trying to say, which goes:
And he is exactly right. Sell the feeling that people will get when people use your product or service, sell the lifestyle that people who use it have, and use that as a vessel to show your customers how and why your product is the best on the market.
Now fly, and create some cool designs for your business. Or you could always contact us if you have any questions at all, firstname.lastname@example.org.