What marketers actually sell

Not electronics or clothes or food or vacations or automobiles or talk or even sugary water.

What marketers actually sell is “hope”.

The reason is quite simple: people need more of it. It’s like taking a bath, you need it everyday.

Hope is almost always in demand.

The magical thing about selling hope is that it makes everything else work better, every day get better, every project work better, every relationship feel better.

If you can actually deliver on the hope you sell, there will be a line out the door.

Hope cures. Hope increases. Hope needs no justification.

Charles Revlon, owner of Revlon International Corp., clearly understood this concept and now is famously quoted saying, “In the factory we make cosmetics. In the department stores we sell hope.”

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